Understanding Marketplace Tranquility
Increasingly, consumers seek marketplace solutions that foster tranquility; thus, marketers need to understand how best to deliver these solutions. Through depth interviews with practitioners offering “tranquil” goods/services/experiences, we offer a framework delineating the salient strategic dimensions of tranquility delivery, and the boundary conditions that shape marketers’ delivery of these dimensions.
Citation:
Cele Otnes, Hyewon Oh, and Ravi Mehta (2019) ,"Understanding Marketplace Tranquility", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 796-798.
Authors
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Hyewon Oh, University of Illinois at Urbana-Champaign, USA
Ravi Mehta, University of Illinois at Urbana-Champaign, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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