|Title: ||Age is just a number: rave culture and the cognitively young 'thirty something'|
|Citation: ||European Journal of Marketing, 38 (5/6): 641-658|
|Journal: ||European Journal of Marketing|
|Issue Date: ||2004 |
|Additional Links: ||http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=D9E249571BEE9BF63EAB42131EAA3CE5?contentType=Article&contentId=853938|
|Abstract: ||This paper looks at “dance” or “rave”, a phenomenon usually associated with youth culture. It suggests that there is a hidden consumer who falls into the 30-40 age group. The paper examines the emergence of dance/rave, and the process of commodification of a sub-cultural movement. It suggests that youth-related activities are migrating up the age scale and draws on the results of a phenomenological study to support this. The findings suggest that the experience is closely related to cognitive age and the dimensions of “felt” age, “look” age, “do” age, and “interest” age.|
|Appears in Collections: ||Management Research Centre |
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