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.
Citation:
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.
Authors
Emma Dresler, Massey Business School, Massey University
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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