Goulding, ChristinaShankar, Avi2008-05-192008-05-192004European Journal of Marketing, 38 (5/6): 641-658030905660000000010.1108/03090560410529268http://hdl.handle.net/2436/26752This 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.enCognitionConsumer behaviourLeisure activitiesPopular cultureSocial groupsYouthJournal articleEuropean Journal of Marketing