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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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    6. Christou, Prokopis & Hadjielias, Elias & Simillidou, Aspasia & Kvasova, Olga, 2023. "The use of intelligent automation as a form of digital transformation in tourism: Towards a hybrid experiential offering," Journal of Business Research, Elsevier, vol. 155(PB).
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    9. Aleksandrina Atanasova, 2021. "Re-examining utopia in contemporary consumption: conceptualization and implications for marketing," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 23-39, June.

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