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Journal Articles Journal of Marketing Management Year : 2019

Pain, suffering and the consumption of spirituality: a toe story

Abstract

The article addresses spiritual consumption from a corporal perspective, with a specific focus on pain and suffering as vehicles to a higher spiritual state. It applies a comparative auto-ethnography of the pain that people participating in two pilgrimages – the Camino de Santiago in France and Spain and the Quebec Compostela in Canada – feel in their toes and uses this to discuss how the experience and manifestation of pain actualises the spiritual experience. The results show that corporal pain transforms into a spiritual experience in the way that it connects to both the spiritual features associated with a particular context and the spiritual capital of the person experiencing the pain. They also reveal that displaying corporal pain during rituals – much like the sense of communion that is generated through the act of sharing – fosters further transformations leading to spiritual experiences.
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Dates and versions

hal-01980520 , version 1 (14-01-2019)

Identifiers

  • HAL Id : hal-01980520 , version 1

Cite

Veronique Cova, Bernard Cova. Pain, suffering and the consumption of spirituality: a toe story. Journal of Marketing Management, 2019, pp.1-21. ⟨hal-01980520⟩
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