Consumer Behavior

Fashion Change Agent Qualities among Tweens

Authors: 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)

Abstract

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).