Work

Consuming identities: Alcohol marketing and the commodification of youth experience

Year: 2005

Type: article

Abstract: Marketing has successfully used the postmodern turn in conceptualisations of the human subject and incorporated contemporary theorising of identities and self into its understanding of the key drivers of consumption. Such developments clearly converge in alcohol marketing practices that target young people, where commercialised youth identities available for consumption and engagement are a significant element. This article reports data from young people that reflect the uptake of such identities and considers the challenges that these developments represent for public health and the well-being of young people.

Source: Addiction Research & Theory

DOI: 10.1080/16066350500338500

Authors: Tim McCreanor, Helen Moewaka Barnes, Mandi Gregory, Hector Kaiwai, Suaree Borell

Institution: Massey University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: green

OpenAlex ID: W2103433180

FWCI: 10.19

Cites: 55

Cited by: 48

Related to: 10