The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies

Tweens

RANDI WÆRDAHL

Agder Research, Norway

DOI: 10.1002/9781118989463.wbeccs232

The term “tween” is used to describe the age group 8–12, who are not young children any more, but neither can be described as teenagers. The term is used to describe the consumer-savvy, brand-conscious preadolescent who stays informed about trends and fashion and is an active consumer. Tweening refers to the age compression processes in which younger children are being targeted with teen products, entertainment, and brands, and marketers often operate with an extended tween period from age 6 to 14 (Schor 2004).

In the latter part of the twentieth century, the interest in tweens as a consumer group grew intensely. In recognition of their increasing shopping behavior, individual purchasing power, and strong influence on family consumption, companies developed special lines of products catering to the trend-and brand-conscious tween.

The emergence of the tween has partially been ascribed to new family demographics, where children of two-income families, single parents and divorced parents, and reduced family sizes has rendered the child with more responsibilities in the family, and with a greater influence on family purchase decisions. Psychologists have argued that the preteen period coincides with a period of left brain development which makes them disposed to easy attachment to role models (Acuff 1997). Increased exposure to “adult” media and new digital technologies has also been cited as a factor ...