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

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European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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Document Information:
Title:	Age is just a number: Rave culture and the cognitively young “thirty something”
Author(s):	Christina Goulding, (Department of Marketing and Economics, Wolverhampton Business School, University of Wolverhampton, Wolverhampton, UK), Avi Shankar, (School of Business and Economics, Exeter University, Exeter, UK)
Citation:	Christina Goulding, Avi Shankar, (2004) "Age is just a number: Rave culture and the cognitively young “thirty something”", European Journal of Marketing, Vol. 38 Iss: 5/6, pp.641 - 658
Keywords:	Cognition, Consumer behaviour, Leisure activities, Popular culture, Social groups, Youth
Article type:	Research paper
DOI:	10.1108/03090560410529268 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
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.