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	When your son heads to the laundry room to grab a shirt out of the dryer to wear to school, which one does he pick? A plain black t-shirt? Or the ratty green one with the name and logo of his favorite computer game or rock band emblazoned on it? You know the answer to these questions. But do you know why tweens have such strong preference in the brands they put on their bodies? Using spontaneous, emotional survey techniques, we looked at three different panels of US tweens with the same demographics make-up, to measure their relationship to three different types of brand experience. In this chapter Patricia B. Seybold takes you through a fascinating experiment, exclusively produced for BRANDchild, on the emotions related with brand purchase - when you are a tween. Click here to purchase BRANDchild online or click here to learn more about Martin Lindstrom or your complementary membership of DualBook. Articles for this Chapter Designing Valued Relationships
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