Age is just a number Rave culture and the cognitively young “thirty something”

Age is just a number Rave culture and the cognitively young “thirty something” 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Age is just a number Rave culture and the cognitively young “thirty something”

European Journal of Marketing, Volume 38 (5/6): 18 – May 1, 2004

Loading next page...
 
/lp/emerald-publishing/age-is-just-a-number-rave-culture-and-the-cognitively-young-thirty-yCG0WTh9q8
Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560410529268
Publisher site
See Article on Publisher Site

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.

Journal

European Journal of MarketingEmerald Publishing

Published: May 1, 2004

Keywords: Cognition; Popular culture; Consumer behaviour; Social groups; Leisure activities; Youth

References

  • Polydrug use at raves by a Western Australian sample
    Boys, A.; Lenton, S.; Norcross, K.
  • Marketing in a postmodern world
    Firat, A.; Dholakia, N.; Venkatesh, A.
  • Heritage, nostalgia, and the grey consumer
    Goulding, C.
  • Social and temporal geographies of the near future
    Moody, N.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off