Abstract
Purpose – Inspired by research calls to study emotional states through a phenomenological approach, this study focuses on the underexplored interplay between emotional states and identity with the aim to unpack the role of this interplay in unfolding (aesthetic) consumption experiences. By adopting a dialogical approach both to identity and emotional states the study problematises prior theorisations of emotional states as reactive responses, especially in the cases where consumption entails multisensory, emotional, and/or symbolic dimensions. Design/methodology/approach – This research adopts a comparative case study design of two blockbuster art exhibitions and uses qualitative diaries as a source of evidence. Findings – Our evidence reveals that (primary and secondary) emotional states evoked in experiences of contemporary art allow consumers to enact different identity positions. Specifically, we show that 1) through these enacted identity positions consumers perform different consumption acts, namely access, immersion, and escape, and 2) a dialogical interaction occurring between primary and secondary emotional states leaves space for a potential transformation of the identity within the experience. Practical implications – Our findings provide managerial insights into museum marketing, customer engagement and coaching practices, which aim to facilitate consumer emotional access into and connection with consumption experiences. Research limitations/implications – We argue that the interplay between emotional states and identity becomes particularly relevant and thus, transferable in cases where the experience entails multisensory, emotional, and/or symbolic dimensions.