Everything You Always Wanted to Know About the Pre-Party* (15:00)

This videography focuses on a cultural phenomenon—the pre-party—familiar to virtually all Swedish youth. Reading previous studies on youth and drinking leaves one confused over the apparent popularity of this consumption activity; if drinking only leads to unwanted social encounters, is fueled by negative peer pressure, and has negative consequences for one’s self and social identity, why is it such an enormously popular consumption activity? Our findings suggest that the pre-party can be understood as an important consumption ritual. The ritual becomes meaningful to its participants by providing security, community and a possibility to escape everyday life.


Christoffer Dymling, Jonas Olofsson, Eric Uggla, and Jacob Ostberg (2009) ,"Everything You Always Wanted to Know About the Pre-Party* (15:00)", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 806-806.


Christoffer Dymling, Stockholm University, Sweden
Jonas Olofsson, Stockholm University, Sweden
Eric Uggla, Stockholm University, Sweden
Jacob Ostberg, Stockholm University, Sweden


NA - Advances in Consumer Research Volume 36 | 2009

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