Advertising research has focused exclusively on the solitary subject at the expense of understanding the role that advertising plays within the social contexts of group interaction. We develop a number of explanations for this omission before describing the results of an ethnographic study of...

Through pleasure, a foundational concept in consumer behavior, we offer an analysis of the history, development, and experience of clubbing, the postcursor of rave and the contextual focus of this article. On the basis of a 5-year study primarily involving participant observation and...