Controlled ‘Letting Go’: Young Women’S Alcohol Preloading Behaviour

This research applies the Bakhtin’s theory of carnival to examine the social and cultural contexts of young women’s carnivalesque ritual alcohol consumption. The preloading activities were characterised by high levels of control to ensure they enjoy the collective euphoria, but to come away from it unscathed to repeat the ritual.


Emma Dresler (2015) ,"Controlled ‘Letting Go’: Young Women’S Alcohol Preloading Behaviour ", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 128-129.


Emma Dresler, Massey Business School, Massey University


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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