The Importance of Character Education for Tweens as Consumers
AbstractTweens is a term that denotes a market segment mentality that falls between children at the lower end and teens at the upper end. Tweens marketing strategies are considered critical for most global brands. Advocates against excessive consumerism and materialism polluting innocent childhood, specifically tweens, call for values implantation through character education in the school to breed more educated consumers. The effect of implanting character building programs in schools on the consumer behavior of the exposed children in the marketplace, however, has never been tested before. This research endeavor is, in essence, an overlap between consumer behavior and educational psychology, investigating the link between personality and behavior in the market. It falls under both positivist and interpretive consumer research, specifically the consumer socialization of children. The aim of this work is to develop a conceptual model linking character education to purchasing lifestyles and consumption patterns of the exposed children as consumers. Following, prospects for future research are highlighted.
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Bibliographic InfoPaper provided by The German University in Cairo, Faculty of Management Technology in its series Working Papers with number 11.
Length: 24 pages
Date of creation: Jun 2008
Date of revision:
Educational psychology; character education; attitudes and lifestyles; opinion-leadership; humanitarianism; ethnocentrism; adolescents and middle schools;
Find related papers by JEL classification:
- M30 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - General
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
This paper has been announced in the following NEP Reports:
- NEP-ALL-2008-06-27 (All new papers)
- NEP-CBE-2008-06-27 (Cognitive & Behavioural Economics)
- NEP-EDU-2008-06-27 (Education)
- NEP-LAB-2008-06-27 (Labour Economics)
- NEP-MKT-2008-06-27 (Marketing)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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