The Dynamic Interplay Between Structure, Anastructure and Antistructure in Extraordinary Experiences

Katharina C. Husemann, Royal Holloway University of London
Giana M. Eckhardt, Royal Holloway University of London
Reinhard Grohs, Private University Seeburg Castle
Raluca E. Saceanu, University of Innsbruck
Through an interpretive investigation of pilgrimages, we dissolve the underlying structural-antistructural duality in conceptualizations of extraordinary consumer experiences. We introduce complementary and conflicting coexistences of structure and antistructure; we identify anastructure as a transient state that lies between the poles; and we show that structure can lead to antistructural benefits.
[ to cite ]:
Katharina C. Husemann, Giana M. Eckhardt, Reinhard Grohs, and Raluca E. Saceanu (2015) ,"The Dynamic Interplay Between Structure, Anastructure and Antistructure in Extraordinary Experiences", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 565-566.