ABSTRACT
Work that produces immaterial goods and services should be considered as dependent upon labourers being joyfully moved by the experience, interaction, brand, atmosphere/workplace, and employers. The job of baristas and bartenders, in this research, was defined by how the productive process impacted individual workers and, in doing so, how it determined their longevity and commitment to doing the job well, or not, as active 'players' in the creation and potential success of the product. The atmospheres and personal envisions formed within venues—and reproduced by individual engaged 'players' colliding—happened on a shared plane of relations, rather than a transactional logic of exchange. If workers were seduced, and moved by pleasure, they would likely do a good job, by giving their customer the better service, embodying the venue's image, and personally investing in the venue that they work.
