(Non)representational atmospheric methods: Comfort zones, weather, and tuning into the high street

Steadman, Chloe ORCID: https://orcid.org/0000-0003-1132-3502 and Lipworth, Loretta (2025) (Non)representational atmospheric methods: Comfort zones, weather, and tuning into the high street. Marketing Theory. pp. 1-34. ISSN 1470-5931

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Abstract

The cultivation of pleasurable atmospheres is important for revitalising the UK’s high streets. However, existing literature cautions atmospheres are challenging to research, especially when adopting more ‘traditional’ or representational methods alone, since atmospheres are dynamic and intangible. Such difficulties are conceivably heightened within the complex environment of the high street. Surprisingly, however, there is a paucity of practical advice about how to address such challenges and effectively research place atmospheres. The paper draws on a scoping literature review, fieldwork, and two walking tours of a UK high street to trial six creative and sensory methods. We reveal the emotional, practical, and embodied dynamics involved in using such ‘alternative’ methods through three themes: Methodological (dis)comfort zones, Weathering methods, and Attuning in/out of place. Ultimately, the paper contributes to non-representational theory by demonstrating the value of combining non-representational and representational methods to research atmospheres on the high street and other places.