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Marketplace Tensions in Extraordinary Experiences

Marketplace Tensions in Extraordinary Experiences Researchers have analyzed various forms of extraordinary consumption experiences, using Victor Turner’s conceptualization of antistructure with a particular focus on their rather romantic and communal aspects. While such a focus contributed greatly to our understanding of these experiences, it also resulted in overlooking much of their individuated characteristics such as boundaries, conflicts, competition, and positional struggles at the interpersonal level. This ethnographic study of commercialized climbing expeditions on Everest provides significant evidence that participants negotiate and manage various marketplace tensions within an individual performance ideology. Our study challenges quixotic use of Turner’s antistructure-structure dichotomy and extends it such that extraordinary experiences, when bought in the marketplace, can be very individualistic and competitive as opposed to being conducive to feelings of community and liminal camaraderie. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

Marketplace Tensions in Extraordinary Experiences

Journal of Consumer Research , Volume 38 (1): 20 – Jun 1, 2011

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References (104)

Publisher
Oxford University Press
Copyright
© 2011 by JOURNAL OF CONSUMER RESEARCH, Inc.
ISSN
0093-5301
eISSN
1537-5277
DOI
10.1086/658220
Publisher site
See Article on Publisher Site

Abstract

Researchers have analyzed various forms of extraordinary consumption experiences, using Victor Turner’s conceptualization of antistructure with a particular focus on their rather romantic and communal aspects. While such a focus contributed greatly to our understanding of these experiences, it also resulted in overlooking much of their individuated characteristics such as boundaries, conflicts, competition, and positional struggles at the interpersonal level. This ethnographic study of commercialized climbing expeditions on Everest provides significant evidence that participants negotiate and manage various marketplace tensions within an individual performance ideology. Our study challenges quixotic use of Turner’s antistructure-structure dichotomy and extends it such that extraordinary experiences, when bought in the marketplace, can be very individualistic and competitive as opposed to being conducive to feelings of community and liminal camaraderie.

Journal

Journal of Consumer ResearchOxford University Press

Published: Jun 1, 2011

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