The study has revealed that such actions could be detrimental to their development, and because of such gifts, the kids would be more materialistic when they grow up and become adults. The conclusion of the study is that those who had been rewarded and spoiled as children were more likely to think possessions define who we are.
The study has been published in the Journal of Consumer Research and was conducted by researchers Dr Marsha Richins (University of Missouri) and Dr Lan Nguyen Chaplin (University of Illinois at Chicago).
For the study the authors had surveyed a total of 701 adults to measure the long-term impact of material parenting. These individuals were asked to describe their current life situation and values, and also on a wide variety of childhood circumstances, their relationship with their parents, and the rewards and punishments they received during childhood.
The results indicated that adults who had received more material rewards and punishments as children were usually more likely than others to use those possessions to define and express who they are and their identity. In the opinion of the authors, rewarding children for their achievements can, at times, backfire.
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