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Related Experiment Videos

Tween consumers: catalog clothing purchase behavior

L Simpson1, S Douglas, J Schimmel

  • 1Eastern Illinois University, School of Family and Consumer Sciences, Charleston 61920, USA.

Adolescence
|December 1, 1998
PubMed
Summary
This summary is machine-generated.

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Tween and teen students exhibit distinct catalog shopping behaviors. Tweens prioritize style, brands, and current fashion trends, driven by a desire for status and social acceptance, unlike older students.

Area of Science:

  • Consumer Behavior
  • Adolescent Psychology
  • Marketing Research

Background:

  • Understanding adolescent consumer behavior is crucial for effective marketing strategies.
  • Catalog shopping presents unique decision-making factors for young consumers.
  • Peer influence and social status significantly shape youth purchasing habits.

Purpose of the Study:

  • To compare the catalog shopping behaviors of tween students (ages 12-14) with older students (ages 15-18).
  • To identify differences in sought label information and considered product attributes between these age groups.

Main Methods:

  • A questionnaire-based study was administered to junior high and high school students.
  • Participants had purchased clothing from a catalog within the past 12 months.

Related Experiment Videos

  • The survey focused on label information preferences and product attribute considerations.

    • Main Results:

    • Tween students (ages 12-14) showed a greater concern for style, brand names, and the latest fashion trends compared to older students (ages 15-18).
    • These preferences among tweens indicate a stronger emphasis on social status, prestige, and conforming to peer group norms.
    • Older students demonstrated less focus on these status-related attributes in their catalog clothing purchases.

    Conclusions:

    • The tween years are a critical period where social factors like peer pressure and the desire to 'fit in' heavily influence consumer choices.
    • Catalog retailers should tailor their marketing strategies to appeal to the status-driven motivations of tweens.
    • Recognizing these age-specific differences in consumer behavior is essential for brands targeting adolescent markets.