Experiential marketing and the changing nature of extraordinary experiences in post-postmodern consumer culture

Research output: Contribution to journalArticle


Prior experiential marketing research suggests that extraordinary consumption
experiences take place within antistructural frames, i.e. outside the realms of everyday life. This paper challenges that notion, through an ethnographic study of consumers attending the Primavera Sound music festival in Barcelona, Spain. We demonstrate that festival attendees perceive their experiences to be extraordinary, despite these occurring within ‘everyday’ structural frames. Consumers’ extraordinary experiences unfold through their negotiation of a series of structural and antistructural marketplace tensions, including commercialism/authenticity, ordinary/escapist, and immersion/communing. We outline the theoretical implications of our research for the changing nature of extraordinary consumption experiences, in light of postpostmodern consumer culture. We conclude with managerial implications and provide suggested avenues for future research.

Bibliographical metadata

Original languageEnglish
Pages (from-to)43-50
Number of pages7
JournalJournal of Business Research
Early online date22 Dec 2018
Publication statusPublished - Apr 2019