Lan Nguyen Chaplin

The Development of Self-Brand Connections in Children and Adolescents

Individuals use brands to create and communicate their self-concepts, thereby creating self-brand connections. Although this phenomenon is well documented among adult consumers, we know very little about the role of brands in defining, expressing, and communicating self-concepts in children and adolescents. In this article, we examine the age at which children begin to incorporate brands into their self-concepts and how these self-brand connections change in qualitative ways as children move into adolescence. In three studies with children 8-18 yr. of age, we find that self-brand connections develop in number and sophistication between middle childhood and early adolescence. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Growing up in a Material World: Age Differences in Materialism in Children and Adolescents

We examine age differences in materialism with children and adolescents 8–18 years old. In study 1, we find materialism increases from middle childhood to early adolescence and declines from early to late adolescence. Further, we find that age differences are mediated by changes in self-esteem occurring from middle childhood through adolescence. In study 2, we prime self-esteem to obtain further evidence of a causal link between self-esteem and materialism. As expected, we find that inducing high self-esteem decreases expressions of materialism. Inducing high self-esteem reduces materialism among adolescents so dramatically that age differences in materialism disappear.

Poverty and Materialism: A Look at Impoverished Versus Affluent Children

Concerns about materialism have been elevated to a public policy issue, with consumer activists and social scientists calling for restrictions on marketing to children. A recent UNICEF report on the welfare of children suggests that those from low-income families may be particularly vulnerable to marketing efforts. The current research provides a first glimpse into the consumer values of impoverished children. Personal interviews conducted with 177 children and adolescents from impoverished and affluent families reveal differences in materialistic values. Although younger children (ages 8–10 years) from poor families exhibit similar levels of materialism to their more affluent peers, when they reach adolescence (ages 11–13 years) and beyond (ages 16–17 years), impoverished youth are more materialistic than their wealthier counterparts. Further analysis shows that this difference is associated with lower self-esteem among impoverished teens. The authors discuss the implications of these findings, including public policy solutions aimed at reducing low-income childrens vulnerability to developing materialistic values that undermine their well-being.

The Development of Consumer‐Based Consumption Constellations in Children

Three studies using multiple methodologies investigated the development of consumer-based consumption constellations in children, finding an increasing linear age trend in the number of products and brands children use to form constellations, the degree to which these elements display symbolic complementarity, and the accessibility of constellations in memory. However, by early adolescence, as stereotypes become stronger, constellations become smaller and less flexible. Although seventh graders use more products and brands to form constellations than younger children, they do so in place of other ways to define roles, such as personality traits, therefore forming constellations with fewer elements overall. By late adolescence, individuals develop more flexible constellations with a greater number of elements. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

Material parenting: : How the use of goods in parenting fosters materialism in the next generation

This research introduces the concept of material parenting, in which parents use material goods to express their love or to shape children’s behavior. Despite the common use of material goods for these purposes, possible long term effects of material parenting practices have not been studied. This article addresses this oversight by examining the potential effects of material parenting on the material values of children once they’re grown. This research proposes and tests a material parenting pathway, in which warm and supportive parents provide children with material rewards that in the long run foster materialism in adulthood. An insecurity pathway to materialism, previously proposed in the literature, is also examined. Results from three survey studies provide support for both pathways. Results also suggest that material parenting may influence children’s material values by (possibly unintentionally) encouraging them to use possessions to shape and transform the self.

Using motivation theory to develop a transformative consumer research agenda for reducing materialism in society

Materialism represents a pervasive value in contemporary society and one that is associated with multiple negative consequences. Although a considerable amount of research has documented these consequences, little research has examined how materialism levels might be reduced. This article presents a research agenda for reducing materialism. The authors begin with an overview of the motivation theory of materialism, a humanistic perspective that holds that materialism is often an outward manifestation of deeper unmet psychological needs and insecurities. Thus, research that contributes to reducing materialism should do so by addressing these more fundamental inadequacies. To this end, the authors outline three emergent research areas that have potential to reduce materialism by enhancing self-esteem—namely, experiential consumption, prosocial giving, and healthy social development in children. The authors review research in each area, consider its relevance to the materialism question, and propose future research directions. They also present the public policy implications of these discussions.

Money Cues Increase Agency and Decrease Prosociality Among Children: Early Signs of Market-Mode Behaviors

People can get most of their needs broadly satisfied in two ways: by close communal ties and by dealings with people in the marketplace. These modes of relating—termed communal and market—often necessitate qualitatively different motives, behaviors, and mind-sets. We reasoned that activating market mode would produce behaviors consistent with it and impair behaviors consistent with communal mode. In a series of experiments, money—the market-mode cue—was presented to Polish children ages 3 to 6. We measured communal behavior by prosocial helpfulness and generosity and measured market behavior by performance and effort. Results showed that handling money (compared with other objects) increased laborious effort and reduced helpfulness and generosity. The effects of money primes were not due to the children’s mood, liking for money, or task engagement. This work is the first to demonstrate that young children tacitly understand market mode and also understand that money is a cue to shift into it.

Beyond brands: Happy adolescents see the good in people

How does happiness affect adolescents’ stereotypes of other people? Using a collage methodology with 60 adolescents aged 12–18, we find that happier adolescents hold more positive stereotypes of others compared to those who are less happy. We also find that happier adolescents are less likely to form impressions of people based on surface level cues such as the products and brands that people own. Finally, our results show that happier adolescents have a more nuanced view of others, (e.g., some cool kids wear expensive brands, but some shop at thrift stores), compared to their less happy counterparts, who tend to oversimplify their view of others (e.g., all cool kids wear expensive brands, all doctors drive a BMW).

The impact of gratitude on adolescent materialism and generosity

ABSTRACT Despite decades of research on materialism, there are few viable strategies for reducing materialism in younger consumers. In this paper, we present two studies conducted among over 900 adolescents that reveal a promising strategy for decreasing materialism: fostering gratitude. In Study 1, results from a nationally representative survey showed that children and adolescents with a grateful disposition were less materialistic. In Study 2, experimental evidence showed that an intervention designed to increase gratitude (i.e. keeping a gratitude journal) significantly reduced materialism among adolescents and also attenuated materialism’s negative effect on generosity. Using real money and donation as a behavioral measure, we found that adolescents who kept a gratitude journal donated 60% more of their earnings to charity compared to those in the control condition. We discuss the implications of our findings, offer some suggestions for putting our results into action, and provide an agenda for future research in this domain.