More-than-human energies shaping atmospheres: An Indigenous-informed perspective

This article adopts an Indigenous-informed perspective to understand how the energy from more-than-human entities (e.g. plants, animals, and spirits) shapes atmospheres of consumption. Drawing on ethnographic research undertaken with members of the Shipibo-Konibo Indigenous group of the Peruvian Amazon, we introduce the concept of koshi , a form of energy generated through relations between humans, plants, animals, and spirits that permeates place and space. We show that more-than-human entities produce affective energies that shape atmospheres through (1) the emanation of koshi to the environment to signal power and presence, (2) the storage of koshi within their bodies for later ritual activation, and (3) the transfer of koshi to humans in healing processes. These processes reveal atmospheres as manifestations of the relations among all beings with positive and negative effects on humans’ health and well-being. By centring Indigenous relationality, this article challenges human-centric and Western theorisations of affect and atmospheres. In doing so, our study contributes to our current understanding of how more-than-human entities, like plants, animals, and spirits, shape and experience consumption.

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Publication Details

Journal
Marketing Theory
Published
2026-06-16
DOI
https://doi.org/10.1177/14705931261458425
Primary Topic
Amazonian Archaeology and Ethnohistory
Type
article
Field-Weighted Citation Impact
0.00
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article

More-than-human energies shaping atmospheres: An Indigenous-informed perspective

Erik Cateriano-Arévalo, María Amalia Pesantes, Ross Gordon, Douglas Wesley Tangoa Sánchez (Isa Sina) et al.
Marketing Theory
Amazonian Archaeology and Ethnohistory
article

More-than-human energies shaping atmospheres: An Indigenous-informed perspective

Erik Cateriano-Arévalo, María Amalia Pesantes, Ross Gordon, Douglas Wesley Tangoa Sánchez (Isa Sina), Lisa Schuster, Pedro Tangoa López (Chonon Rawa)
article en

Abstract

This article adopts an Indigenous-informed perspective to understand how the energy from more-than-human entities (e.g. plants, animals, and spirits) shapes atmospheres of consumption. Drawing on ethnographic research undertaken with members of the Shipibo-Konibo Indigenous group of the Peruvian Amazon, we introduce the concept of koshi , a form of energy generated through relations between humans, plants, animals, and spirits that permeates place and space. We show that more-than-human entities produce affective energies that shape atmospheres through (1) the emanation of koshi to the environment to signal power and presence, (2) the storage of koshi within their bodies for later ritual activation, and (3) the transfer of koshi to humans in healing processes. These processes reveal atmospheres as manifestations of the relations among all beings with positive and negative effects on humans’ health and well-being. By centring Indigenous relationality, this article challenges human-centric and Western theorisations of affect and atmospheres. In doing so, our study contributes to our current understanding of how more-than-human entities, like plants, animals, and spirits, shape and experience consumption.

Marketing Theory
University of Technology Sydney (AU), Dickinson College (US), Queensland University of Technology (AU), Clínica Santa María (CO)
Openalex Percentile: Top 1%
Amazonian Archaeology and Ethnohistory
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More-than-human energies shaping atmospheres: An Indigenous-informed perspective — Erik Cateriano-Arévalo, María Amalia Pesantes, et al. · Marketing Theory (2026) | TGRS Research Map | TGRS