Date of Graduation

5-2024

Document Type

Thesis

Degree Name

Master of Arts in Anthropology (MA)

Degree Level

Graduate

Department

Anthropology

Advisor/Mentor

JoAnn D'Alisera

Committee Member

Kathryn Koziol

Second Committee Member

Kirstin Erickson

Keywords

affective atmosphere; atmosphere; Coffee; coffee shop; sensory experience; third places

Abstract

Affective atmosphere is a fundamental component to the allure of coffee shops that is cultivated through sensory experience. In this thesis I examine how the sensory experience of sight, sound, smell, taste, and touch, create atmospheres in coffee shops. I ask, “how do coffee shops cultivate an affective atmosphere?” Through an exploration of material culture, design, affect, and the intentional production of third places, I illustrate the ways in which independent coffee shops have their own unique identities and atmospheres. By using memoir and reflexive analysis of my decade in global coffee culture, as well as an extensive literary review, I demonstrate the importance of atmosphere as a tool for cultivating intentional third places. Intentional third places are places that serve the cultural geography of an area as publicly accessible community focused places. In addition to furthering discussions in anthropology about the sensory production of place, my research will add to discussions centered on the ways in which hospitality focused small business owners can construct social environments that better serve their patrons, and lead to business practices that are people centric. As a coffee shop owner, I have already experienced the benefits of understanding atmosphere and how sensory experience impacts customers.

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