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dc.contributor.authorGoulding, Christina
dc.contributor.authorShankar, Avi
dc.date.accessioned2008-05-19T09:37:46Z
dc.date.available2008-05-19T09:37:46Z
dc.date.issued2004
dc.identifier.citationEuropean Journal of Marketing, 38 (5/6): 641-658
dc.identifier.issn03090566
dc.identifier.issn00000000
dc.identifier.doi10.1108/03090560410529268
dc.identifier.urihttp://hdl.handle.net/2436/26752
dc.description.abstractThis 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.
dc.language.isoen
dc.publisherEmerald
dc.relation.urlhttp://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=D9E249571BEE9BF63EAB42131EAA3CE5?contentType=Article&contentId=853938
dc.subjectCognition
dc.subjectConsumer behaviour
dc.subjectLeisure activities
dc.subjectPopular culture
dc.subjectSocial groups
dc.subjectYouth
dc.titleAge is just a number: rave culture and the cognitively young 'thirty something'
dc.typeJournal article
dc.identifier.journalEuropean Journal of Marketing
html.description.abstractThis 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.


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