Exploring nuances of liminality: Unbridled, oriented, and restrained liminality in cultural rituals

Damien Chaney () and Christina Goulding
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Damien Chaney: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Christina Goulding: University of Birmingham [Birmingham]

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Abstract: Numerous consumption experiences have been conceptualized as rituals, comprising pre-liminal, liminal, and post-liminal stages. While prior research has proposed interconnections between these stages, it has been limited in addressing nuanced variations within the liminal stage. Specifically, this study examines the interaction between the pre-liminal and liminal stages. Through a longitudinal and multi-sited approach, incorporating visual anthropology and participant interviews at rock music festivals, we demonstrate that consumers can undergo three types of liminality—unbridled, oriented, and restrained liminality—depending on their approach to preparation and anticipation. While some meticulously prepare for the festival experience, others embrace spontaneity. Similarly, while some eagerly anticipate the festival with positivity, others harbor negative expectations. This research contributes a nuanced understanding of liminality within diverse consumer trajectories.

Date: 2023-06-08
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Published in Fifty years of consumer research, Université de Reims; Neoma, Jun 2023, Reims, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04951914

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