Robbing of childhood

Robbing of childhood

Marketing efforts aimed at youngsters may indeed be robbing children of their childhood and making kids more materialistic, suggests results from a national survey led by a Penn State researcher. (Henley, Jackie, ,Julie 2007)

We were surprised to find no difference between how materialistic the nine-year-old and 14-year-old children were in the survey, says Marvin Goldberg, professor of marketing in Penn State's Smeal College of Business and lead author of the study, Understanding Materialism Among Youth. It will appear in a forthcoming issue of The Journal of Consumer Psychology. He notes that over the past decade or so ...