118: Are You Raising Materialistic Kids?

This episode on the topic of materialism concludes our series on the intersection of parenting and money.  Here we talk with Dr. Susanna Opree of Erasmus University Rotterdam, who studies the effect of advertising and commercial media on use, materialism, and well-being. We discuss how children's understanding of materialism shifts as they age, the extent to which advertising contributes to materialism, and the specific role that parents play in passing on this value. Other episodes in this series: This episode is the second in a series on the intersection of parenting and money. You can find other episodes in this series: 038: The Opposite of Spoiled 105: How to pass on mental wealth to your child 107: The impact of consumerism on children 112: How to Set up a Play Room 115: Reducing the Impact of Advertising to Children     [accordion] [accordion-item title="Click here to read the full transcript"] Dr. Opree  00:00 Basically, if you want to reduce materialism, you need to make sure that's those human connections. And those other values such as generosity, that they are amplified. And so I think what works best if Why do you see young kids to invest in their self-esteem a little bit as well also for adolescence, but I think also teaching young people to be grateful to be grateful ourselves as well for all the things that we have. And really just focus on making those connections. And the tricky thing is that sometimes possessions enable these connections. But I think if we're more focused on what's intrinsic to us, what makes us happy, outside of possessions that then basically the emphasis will shift.   Jen  00:52 Hi, I'm Jen and I host the Your Parenting Mojo podcast. We all want our children to lead fulfilling lives, but it can be so hard to keep up with the latest scientific research on child development and figure out whether and how to incorporate it into our own approach to parenting. Here at Your Parenting Mojo, I do the work for you by critically examining strategies and tools related to parenting and child development that are grounded in scientific research and principles of respectful parenting. If you'd like to be notified when new episodes are released and get a FREE  Guide to 7 Parenting Myths That We Can Safely Leave Behind, seven fewer things to worry about, subscribe to the show at yourparentingmojo.com. You can also continue the conversation about the show with other listeners in the Your Parenting Mojo Facebook group. I do hope you'll join us Hello, and welcome to the Your Parenting Mojo podcast. And today's episode we're going to bring our series on the intersection of children and money to a conclusion we started out so long ago by talking with New York Times money columnist Ron Lieber about his book The Opposite of Spoiled. More recently we heard from Dr. Brad Klontz, about how we pass on money scripts to our children. And then we talked with Dr. Allison Pugh about the meaning children make out of the messages they receive about material goods. And then Dr. Esther Rozendaal on how children's brains process advertising.  And in between we looked at what research there is on how to set up a playroom, which has of course many links with the items that we buy and use. And so finally, we're here today with Dr. Suzanna Opree to bring the discussion up to a level that kind of draws all this together as we try and understand what materialism is, and how we pass it on to our children and what we can do if we don't want our children to be very materialistic. Dr. Opree is Senior Assistant Professor of quantitative methods in the department of Media and Communication at Erasmus University Rotterdam. Her research focuses on the effect of advertising and commercial media on use, materialism, and well-being. Welcome Dr. Opree!   Dr. Opree  03:00 Thank you for having me.   Jen  03:01 Okay, so I wonder if we could start with something that seems as though it should be kind of simple. And then it turned out that it wasn't. Can you define materialism for us? Because I would, as I was reading through the literature, I found at least six different definitions of it.   Dr. Opree  03:15 Yeah, there are indeed many definitions. Luckily, though, some scholars have already tried to make sense of all those different definitions. And so I myself always go by the work of Richins and Dawson, and they say that materialism is basically three things. So first, it's finding possessions important and just wanting to collect as many possessions as you can. That's the first thing. The second thing is that you actually think that these possessions will make you happier, and not only in the short term, but also in the long run. And so that's basically one of the motivators for actually collecting possessions. And then the third one has to do more with impression management, so to say. So it's that you want to have possessions for adults to basically impress all the others around you. So think of having a big house, having a big car. As for children, and it's that, so getting items that will make you popular among your peers, but also just the belonging and fitting in, which I know you talked about earlier in the podcast series as well. That's important for children as well.   [caption id="attachment_6253" align="aligncenter" width="1024"] According to Richins and Dawson, materialism is basically three things. (1) Finding possessions important and wanting to collect as much as you can, (2) thinking possessions will make you happier, (3) having possessions to basically impress others around you.[/caption]   Jen  04:27 Yeah, yeah, that definitely came out in our episode with Dr. Pugh. So, um, so I'm glad that you are using one of the definitions that I had found instead of springing a new one on me. And so I'm curious as to how you landed on that one instead of some of the others that I mean, one of them says that materialism is a personality trait. Other people think it's a feature of people's identities or a set of attitudes about money and wealth. What is it about this particular definition that speaks to you more than some of the others?   Dr. Opree  04:53 Well, I think it also captures the first two that you're referring to. So when we talk about it as a personality traits I do think materialism is something that's inherent or characters and all of us are materialistic to some extent or another. However, in that research, it's often combined with other character traits. So they talk that materialism is paired with possessiveness, for instance, and non-generosity, envy. And I don't think all naturalistic kids or people actually have these personality traits, but we use possessions as part of our identity. So I do think that part is true, especially in a consumer culture that we have today. Basically, anything you own is a choice. So back in the day, like to my students I always compare it to buying a car. A couple of decades ago, there was one car that you could buy like the Model-T Ford was the only one made available and it had just one color and that was it. Whereas if you go buy a car today, there are so many different each brand has so many different models and so many different colors or color combinations. And that whatever you choose then becomes a signaling of your identity, so to say.   Jen  06:08 Yeah, and I think that's particularly, it's interesting that you brought up the example of cars. I was just talking about this the other day, about how so many cars are essentially the same car with the same chassis, the same engine with a different, you know, wrapper on the outside. Yes, designed to appeal to some particular aspect of our taste. So yeah, and so I'm always trying to look back to previous episodes, and we did one recently on the topic of patriarchy and I was really interested to draw a connection between some research on that and something that I pulled out of the literature on materialism because one of the authors I was reading had argued that materialism and consumerism have feminizing effects on men. And I'm going to quote this by setting up a narrative linking identity or sorry, linking masculinity, rebellion and integrity on one side and femininity, conformity, domestication and commercialization on the other. Production is active while consumption is passive. The consumer is deceived by advertising into purchasing things she doesn't really need, and this femininity is contagious. So men might also find themselves subject to the hypnoidal trance. I mean, what do you make of that? I am trying to square that with the research that says that men are actually slightly more materialistic than women I think.   Dr. Opree  07:25 They are. Yeah, yeah. For me, it was a very interesting point of view, actually a new one for me. So if I actually look at the literature. So Tim Kasser, for instance, has a yeah has worked on the topic of materialism for many years, as well. And he also studies, he linked it to capitalism, basically. And he, I believe, last year also released a book called Hyper-Capitalism, which is great. It's actually a comic book telling you everything about materialism or what you need to know. But what he also explains there, is that he links it to capitalism, but he's saying so materialism