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.
European Journal of Marketing – Emerald Publishing
Published: May 1, 2004
Keywords: Cognition; Popular culture; Consumer behaviour; Social groups; Leisure activities; Youth
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