Economics at your fingertips  

Value creation in consumption journeys: recursive reflexivity and practice continuity

Melissa Archpru Akaka () and Hope Jensen Schau ()
Additional contact information
Melissa Archpru Akaka: University of Denver
Hope Jensen Schau: University of Arizona

Journal of the Academy of Marketing Science, 2019, vol. 47, issue 3, 499-515

Abstract: Abstract This study explores how reflexivity contributes to the continuation of value creation for consumers throughout consumption journeys. Reflexivity is awareness of the self within the world. Our study establishes a framework for studying consumption journeys centered on progressive engagement with a practice—in this case surfing—over time. We discover that reflexivity manifests in consumption journeys in an iterative, recursive manner—i.e., recursive reflexivity—tacking between identity (mis)alignment (with dominant institutions) and reflexive outcomes, such as imitating, improving, adapting and reconciling. Our findings reveal that recursive reflexivity contributes to the continuation of value creation in consumption journeys by fostering practice continuity—i.e., immersion, adaptation, innovation and/or dissolution of a practice—which provides opportunities for enhanced consumption experiences and supports the evolution of identity projects. These findings deepen the understanding of how practices, identity, and institutions contribute to value creation. Implications from these findings suggest that firms should pay close attention to recursive reflexivity and practice continuity to cultivate value creation with consumers by (a) providing opportunities for enhanced consumption experiences, (b) aligning or misaligning brand identity with dominant institutions, and (c) sparking imagining, identity evolution, and practice innovation.

Keywords: Reflexivity; Consumption journey; Value creation; Practices; Identity; Institutions; Imagination (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations: Track citations by RSS feed

Downloads: (external link) Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Ordering information: This journal article can be ordered from
https://www.springer ... gement/journal/11747

Access Statistics for this article

Journal of the Academy of Marketing Science is currently edited by John Hulland, Anne Hoekman and Mark Houston

More articles in Journal of the Academy of Marketing Science from Springer
Bibliographic data for series maintained by Sonal Shukla ().

Page updated 2019-11-06
Handle: RePEc:spr:joamsc:v:47:y:2019:i:3:d:10.1007_s11747-019-00628-y