The Risk of ‘Material Parenting’

As a parent and scholar who has studied materialism for much of her professional life, Marsha Richins had long pondered the following question: Does dangling goods in front of children as a reward for good behavior or yanking them away as a form of punishment contribute to materialism when those kids grow up?

After half a decade studying the matter as a marketing professor at the Robert J. Trulaske Sr. College of Business at the University of Missouri, she says she believes that there’s a connection. Ms. Richins and Lan Nguyen Chaplin, an assistant professor of business administration at the University of Illinois at Chicago, are publishing a paper saying so in The Journal of Consumer Research in April.