.... Originality/value By accounting for the interplay between the different emotional states, the individuals’ identity and the multiple identities, the study provides new theoretical insights into the consumption experiences literature. In particular, it unbundles the process through which consumers access...

...Hayley Cocker; Maria Piacentini; Emma Banister Purpose This paper aims to understand how young people manage the dramaturgical dilemmas related to drinking alcohol and performing multiple identities. Design/methodology/approach Drawing on qualitative data collected with 16-18-year olds...