welcome Lan Nguyen Chaplin, PhD Assistant Professor, Marketing
Five New Faculty
Growing Up in a Material World
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villanova business | fall 2010
PHOTOs: BARBARA JOHNSTON
business education who develop and refine their ideas
s materialism and brandobsession in young people continue to rise, what can be done to minimize this trend? VSB professor of marketing Lan Nguyen Chaplin has spent years studying materialism and branding to determine when kids begin to care about having cell phones, iPods, or the newest video game. According to her research, age and stage of development play a big role in a child’s desire for brands and other materialistic things. Chaplin has found that self-esteem is linked to materialism in children and adolescents. While conventional wisdom holds that parents and peers increase kids’ materialism, Chaplin’s research shows that the same individuals can decrease materialism by having a positive effect on children’s self-esteem. Chaplin’s research has been published in the Journal of Consumer Research, the Journal of Consumer Psychology, and the Journal of Positive Psychology. Prior to coming to VSB, Chaplin served as an assistant professor at the Eller College of Management at the University of Arizona and previously was assistant professor at the University of Illinois at Urbana-Champaign. She received her PhD in marketing and a minor in psychology from the Carlson School of Management at the University of Minnesota and a BA in the biological basis of behavior with a concentration in behavioral medicine at the University of Pennsylvania.
