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

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...