Mondada2023f
| Mondada2023f | |
|---|---|
| BibType | INCOLLECTION |
| Key | Mondada2023f |
| Author(s) | Lorenza Mondada |
| Title | Between sensorial pleasure and economic reason: accepting or rejecting sellers' offers to taste at the market |
| Editor(s) | Gitte Rasmussen, Theo van Leeuwen |
| Tag(s) | EMCA, Shopping, Multimodality |
| Publisher | Routledge |
| Year | 2023 |
| Language | English |
| City | New York |
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| Pages | 40–84 |
| URL | Link |
| DOI | 10.4324/9781003284123-3 |
| ISBN | |
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| Howpublished | |
| Book title | Multimodality and Social Interaction in Online and Offline Shopping |
| Chapter | |
Abstract
This chapter deals with the way sellers at a market try to attract passers-by by offering them a taste of a product they sell. The sellers’ offers to taste appeal to the senses of the passers-by, possibly transforming them into customers. If passers-by accept the offer and engage with tasting, this response constrains their walking trajectory since they have to stop in order to grasp the sample. This opens up an opportunity to sell the product they are tasting, as shown by the fact that the seller points immediately to the product when the customer is tasting the sample, giving its price. By contrast, passers-by might reject the offer and continue to walk along the stall. Acceptance and rejection are, thus, strongly related to the movements of the passers-by, and the offer itself is reflexively timed with their responsive trajectory. Rejections do not merely orient to the offered sample but also orient to the fact that the offer is conducive to another action, the purchase of the corresponding product. The study shows the systematic ways in which the offers are multimodally produced and the methodic practices responding to them.
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