About the Guest Editors Richard Elliott is Professor of Marketing and Consumer Research atWarwick Business School and a Fellow of St Anne's College, Oxford. He is a visiting professor atESCP-EAP Paris, Universite´ Paris II, and Thammasat University Bangkok

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...