The paradox of institutions: The experience of recovering alcoholic (Konferenssiesityksen abstrakti)
Larissa Carine Braz Becker
https://urn.fi/URN:NBN:fi-fe2021042717187
Tiivistelmä
Purpose: There is a need to understand the role of
institutions in interactions during the consumer experience. Thus, this study
seeks two research questions. First, (RQ1) what
is the role of institutions and institutional arrangements in the
transformational consumer journey? Second, (RQ2) how do consumers deal with conflicting institutions in relation to the
transformational goal?
Design / methodology / approach: This study adopts a
phenomenological philosophical orientation, using phenomenological interviews
and diaries to collect data about the experience of recovering alcoholics.
Findings: The results show that institutions can
positively influence or hamper the transformational consumer journey.
Therefore, recovering alcoholics undergo a re-socialization process where they
acquire new beliefs, norms and values which are compatible with their new lives
and goals. They also learn how to prevent and overcome obstacles imposed by conflicting
institutional pressures from actors who do not share the same beliefs, norms
and values.
Research limitations / implications: Despite this being
a working paper, the study has potential to increase the knowledge about how
institutions influence the consumer experience through the interactions between
actors.
Practical implications: Companies could apply ecosystems
lens to study the consumer experience, providing more insights into how to
facilitate consumers’ interactions with several actors.
Originality / value: This study answers recent calls
for evidence-based research about institutions by showing how they influence
the consumer journey and experience. Additionally, this study shows how
individuals deal with paradoxical institutions.
Kokoelmat
- Rinnakkaistallenteet [19207]