There and Back Again: Bleed from Extraordinary Experiences

Journal of Consumer Research, forthcoming

60 Pages Posted: 28 Mar 2019 Last revised: 6 May 2022

See all articles by Davide Orazi

Davide Orazi

Monash University - Department of Marketing

Tom van Laer

The University of Sydney

Date Written: May 6, 2022

Abstract

From reenactments to pilgrimages, extraordinary experiences engage consumers with frames and roles that govern their actions for the duration of the experience. Exploring such extraordinary frames and roles, however, can make the act of returning to everyday life more difficult, a process prior research leaves implicit. The present ethnography of live action role-playing explains how consumers return from extraordinary experiences and how this process differs depending on consumers’ subjectivity. The emic term “bleed” captures the trace that extraordinary frames and roles leave in everyday life. The subjective tension between the extraordinary and the ordinary intensifies bleed. Consumers returning from the same experience can thus suffer different bleed intensities, charting four trajectories of return that differ in their potential for transformation: absent, compensatory, cathartic, and delayed. These findings lead to a transformative recursive process model of bleed that offers new insights into whether, how, and why consumers return transformed from extraordinary experiences with broader implications for experiential consumption and marketing.

Keywords: extraordinary experience, ethnography, live action role-play, bleed, return, transformation

JEL Classification: M31

Suggested Citation

Orazi, Davide and van Laer, Tom, There and Back Again: Bleed from Extraordinary Experiences (May 6, 2022). Journal of Consumer Research, forthcoming, Available at SSRN: https://ssrn.com/abstract=3347452 or http://dx.doi.org/10.2139/ssrn.3347452

Davide Orazi

Monash University - Department of Marketing ( email )

Australia

Tom Van Laer (Contact Author)

The University of Sydney ( email )

University of Sydney
Sydney, NSW 2006
Australia

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