“…The re-appropriation process in marketing In marketing, appropriation initially was integrated, under the influence of environmental psychology (Brunel et al, 2012), as a behavioural and psychological process and in reaction to classical behavioural models such as the atmosphere model (Kotler, 1973;Mehrabian and Russell, 1974) that had appeared in retail research. In this stream, appropriation generally gets treated to interpretative approaches (ethnological, life narrative method, semi-structured interviews) but is applied to a wide range of contexts, including retail spaces (Aubert-Gamet, 1996;Bonnin, 2002;Cova, 2001, 2004;Ladwein, 2003;Petr, 2002), retail web sites (Michaud-Trevinal, 2011), food (Brunel and Roux, 2006;Brunel et al, 2009Brunel et al, , 2013, recorded music (Chaney, 2007), second-hand objects (Dehling, 2013), virtual game experiences (Kolenc, 2008), olfactory interactions (Ochs, 2005), and artistic experiences (Carù and Cova, 2003) (see Table II). Among these approaches, two main research streams can be identified.…”