Age is just a number: rave culture and the cognitively young 'thirty something'
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Issue Date
2004
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Show full item recordAbstract
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.Citation
European Journal of Marketing, 38 (5/6): 641-658Publisher
EmeraldJournal
European Journal of MarketingAdditional Links
http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=D9E249571BEE9BF63EAB42131EAA3CE5?contentType=Article&contentId=853938Type
Journal articleLanguage
enISSN
0309056600000000
ae974a485f413a2113503eed53cd6c53
10.1108/03090560410529268
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