Threshold atmospheres: Conjuring the affective in inflection

Vikram Kapoor, Caoilfhionn Ní Bheacháin, Russell W. Belk, School of Creative Management, University of London, Kemmy Business School, University of Limerick, Schulich School of Business, York University

Marketing Theory

Published online on October 25, 2025

Abstract

Marketing Theory, Ahead of Print.
This article explores the affective atmospheres of thresholds, which have been overlooked as consumption spaces. We argue that the emphasis on liminality within our field eclipses the related concept of thresholds. In particular, we contend that threshold ...