The Two Sides of the Gold Medal: Paradoxes of the Olympic Experience

This empirical study on the Olympic spectator experience identifies four paradoxes—“union and disunion,” “void and repletion,” “the staged and the real,” and “the spirit and the rational” in discourse. A paradox perspective reveals interdependencies and dynamics of temporary solidarization, vitalization of the extraordinary, conquest of truth, and authentication.


Sabrina Gabl, Verena E. Stoeckl, and Andrea Hemetsberger (2013) ,"The Two Sides of the Gold Medal: Paradoxes of the Olympic Experience", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Sabrina Gabl, University of Innsbruck, Austria
Verena E. Stoeckl, University of Innsbruck, Austria
Andrea Hemetsberger, University of Innsbruck, Austria


NA - Advances in Consumer Research Volume 41 | 2013

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