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W5 on Tweens
W5 on Tweens provides a comprehensive overview of the tween consumer segment as a dominant force in today's marketplace. This paper focuses primarily on understanding tweens as consumers, providing additional context to the evolving mindsets, values, purchase patterns, and behaviors that occur during the transitional stage between childhood and adolescence. An analysis of potential research challenges and tweens' complicated role as "dual" consumers (purchasing both products for children and teens) yields direct insight on effectively conducting research among this growing segment.
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