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

Katharina Husemann, Giana Eckhardt, Reinhard Grohs, Raluca Saceanu

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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.
Original languageEnglish
Pages (from-to)3361–3370
Number of pages10
JournalJournal of Business Research
Issue number9
Early online date2 Mar 2016
Publication statusPublished - Sept 2016

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