The Importance of Character Education for Tweens as Consumers
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.
|Date of creation:||Jun 2008|
|Date of revision:|
|Contact details of provider:|| Web page: http://mgt.guc.edu.eg/economics/RePEc/guc/|
More information through EDIRC
References listed on IDEAS
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.:
- 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.
- 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 332-41, September.
- 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 159-69, September.
- 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.
When requesting a correction, please mention this item's handle: RePEc:guc:wpaper:11. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Lobna Sameer)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.