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The Importance of Character Education for Tweens as Consumers

Author

Listed:
  • Noha El-Bassiouny

    () (Faculty of Management Technology, The German University in Cairo)

  • Ahmed Taher

    (American University in Cairo)

  • Ehab M. Abou Aish

    (Faculty of Management Technology, The German University in Cairo)

Abstract

Tweens 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.

Suggested Citation

  • Noha El-Bassiouny & Ahmed Taher & Ehab M. Abou Aish, 2008. "The Importance of Character Education for Tweens as Consumers," Working Papers 11, The German University in Cairo, Faculty of Management Technology.
  • Handle: RePEc:guc:wpaper:11
    as

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    File URL: http://mgt.guc.edu.eg/wpapers/011bassiouny_taher_aish2008.pdf
    File Function: First version, 2008
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    References listed on IDEAS

    as
    1. Beatty, Sharon E & Talpade, Salil, 1994. " Adolescent Influence in Family Decision Making: A Replication with Extension," Journal of Consumer Research, Oxford University Press, vol. 21(2), pages 332-341, September.
    2. Palan, Kay M & Wilkes, Robert E, 1997. " Adolescent-Parent Interaction in Family Decision Making," Journal of Consumer Research, Oxford University Press, vol. 24(2), pages 159-169, September.
    3. Belch, George E. & Belch, Michael A. & Ceresino, Gayle, 1985. "Parental and teenage child influences in family decision making," Journal of Business Research, Elsevier, vol. 13(2), pages 163-176, April.
    4. Flurry, L. A. & Burns, Alvin C., 2005. "Children's influence in purchase decisions: a social power theory approach," Journal of Business Research, Elsevier, vol. 58(5), pages 593-601, May.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    Educational psychology; character education; attitudes and lifestyles; opinion-leadership; humanitarianism; ethnocentrism; adolescents and middle schools;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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