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The dynamic interplay between structure, anastructure and antistructure in extraordinary experiences

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  • Husemann, Katharina C.
  • Eckhardt, Giana M.
  • Grohs, Reinhard
  • Saceanu, Raluca E.

Abstract

Through an interpretive investigation of a religious pilgrimage, we explore the dynamic processes at play when consumers navigate the continuum between structure and antistructure in extraordinary experiences. We do so by identifying anastructure, which is a conflict-laden transient category that lies between the poles of antistructure and structure. Within anastructure, consumers can experience four types of tensions, which we unpack, and we also introduce four resolution strategies that consumers deploy to resolve those tensions. We additionally show that structure can lead to, and foster, benefits that are traditionally associated with an antistructural experience. This allows us to develop implications for our overall understanding of consumption within extraordinary experiences in general and pilgrimages specifically.

Suggested Citation

  • Husemann, Katharina C. & Eckhardt, Giana M. & Grohs, Reinhard & Saceanu, Raluca E., 2016. "The dynamic interplay between structure, anastructure and antistructure in extraordinary experiences," Journal of Business Research, Elsevier, vol. 69(9), pages 3361-3370.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:9:p:3361-3370
    DOI: 10.1016/j.jbusres.2016.02.008
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    References listed on IDEAS

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    3. Schindler, Robert M. & Minton, Elizabeth A., 2022. "What becomes sacred to the consumer: Implications for marketers," Journal of Business Research, Elsevier, vol. 151(C), pages 355-365.
    4. Bernard Cova, 2021. "The new frontier of consumer experiences: escape through pain," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 60-69, June.
    5. Skandalis, Alexandros & Byrom, John & Banister, Emma, 2019. "Experiential marketing and the changing nature of extraordinary experiences in post-postmodern consumer culture," Journal of Business Research, Elsevier, vol. 97(C), pages 43-50.
    6. Katharina C Husemann & Giana M Eckhardt & Eileen Fischer & Julie L Ozanne, 2019. "Consumer Deceleration," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 45(6), pages 1142-1163.
    7. Lez Trujillo Torres & Benét DeBerry-Spence, 2019. "Consumer valorization strategies in traumatic extraordinary experiences," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 516-531, May.
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    9. Karina A. Rus & Ștefan Dezsi & Ovidiu R. Ciascai & Florin Pop, 2022. "Calibrating Evolution of Transformative Tourism: A Bibliometric Analysis," Sustainability, MDPI, vol. 14(17), pages 1-40, September.

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