Consumer Behavior

Fashion Change Agent Qualities among Tweens

  • Renee Baker (Illinois State University)
  • Hae Jin Gam (Illinois State University)
  • Jennifer Banning (Illinois State Universtiy)
  • Elisabeth Reed (Illinois State University)
  • Su Kyoung An (Central Michigan University)


Today, children are socialized as consumers at a younger age than any previous generation (Ekström, 2007). Dual working households and one-parent families can result in parents having less time, which creates a need for the child to play a larger role in household responsibilities, including making consumer decisions (Harper, Dewar, & Diack, 2003). The rapid pace of technological growth often leaves children savvier than their parents.

Keywords: brand commitment, tweens, fashion change agent

How to Cite:

Baker, R., Gam, H., Banning, J., Reed, E. & An, S., (2013) “Fashion Change Agent Qualities among Tweens”, International Textile and Apparel Association Annual Conference Proceedings 70(1).

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Published on
01 Jan 2013
Peer Reviewed