ABSTRACT
In this chapter, we continue to examine the connections between investment participants and their affective and emotional basis. We approach them from the position that, as a social activity, the affect and emotion of investing are not simply to be found in one-to-one contacts between individuals, but also in the way they work “to secure collectives” and to “align some subjects with some others and against other others” (Ahmed, 2004, p. 25). We turn to the notion of ‘collectives’ and how these are shaped by the dynamics of the affective and emotional connections already discussed. We argue that the connections that we have observed and represented in our analysis so far provide the glue that binds people into groups with certain aspects of commonality, such as a shared purpose, a mutual context or similar characteristics. In doing this, we show that these collectives provide further insight into the implications of affect and emotion in hospitality investment decision-making. These ‘investment collectives’ are informed by the emotions that exist within and between the bodies present, and in turn, they generate emotions that inform their engagement with investment. The idea of the importance of collectives is not new in investing, with the idea of formal and informal networks being well established. The novelty we offer in this chapter is the idea that these collectives are, at least in part, affectively and emotionally constituted. This examination of collectives is about how the emotions that both bind individuals to these groups and surface from being a member of the group impinge on investing.
