Tween consumers: catalog clothing purchase behavior.
The purpose of this study was to compare the catalog shopping behavior of students in their tween years (i.e., between childhood and adolescence; ages 12-14) with that of older students (ages 15-18). Junior high and high school students who had purchased clothing from a catalog in the past 12 months responded to a questionnaire that examined the label information sought and product-specific attributes considered. Results indicated that tweens were more concerned with style, brand names, and the latest fashion than were older students. This finding was especially interesting, as these attributes all relate to status; the tweens were more interested than the older students in wearing the latest fashions, being in style, and gaining the prestige of wearing brand-name clothing. This supports previous findings indicating that the tween years are a time when peer pressure and "fitting in" are very important.
Simpson
L
L
Eastern Illinois University, School of Family and Consumer Sciences, Charleston 61920, USA.
Douglas
S
S
Schimmel
J
J
D000293:Adolescent; D000328:Adult; D006801:Humans; D007899:Leisure Activities; D010379:Peer Group; D014481:United States