Tweens’ Expression of Self-Concept through the Symbolic Consumption of Brands

Children have long been considered as consumers with considerable buying power. While previous research has investigated the self concept, symbolic consumption and brands in relation to children, these studies have tended to look at the issues in isolation, or at most in relation to two of these concepts. By successfully accessing this ethically sensitive consumer group, the current works moves the debate forward by providing an analysis which acknowledges the importance of all three concepts when investigating the tween consumer. Therefore, this paper explores how ‘tweens’, between the ages of 11-14, express their self concept through the symbolic consumption of brands. Adopting an integrative multi-method approach, this work reports findings from an online questionnaire and projective techniques from small friendship groups. As such, the methods employed aim to provide an understanding of the child’s constructed world and how they express their self concept through their consumption of brands.