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Teaching Appreciation Diminishes the Impact of Materialism
ROCHESTER, N.Y., Jan. 8 /PRNewswire/ -- The increasing materialistic nature of young Americans has received considerable recognition in recent years and research shows that youth (ages 8 to 18) who are more likely to be materialistic are less likely to be generous. However, generosity is also dependent on a youth's level of gratitude for the things he or she has. Those who are materialistic but not thankful or appreciative for the things they have are more likely to not display generosity. These are just some of the results of a survey of 1,213 U.S. children and teenagers (ages 8 to 18) conducted online by Harris Interactive(R) between October 18 to 26, 2006. While materialism is just one of many values, research that looks at it in isolation often paints an inaccurate picture. With this in mind, researchers at Harris Interactive recently collaborated with marketing professors Aric Rindfleisch, Ph.D. of University of Wisconsin-Madison, Lan Nguyen Chaplin, Ph.D. of University of Illinois-Urbana-Champaign, and Deborah Roedder John, Ph.D., of the University of Minnesota-Twin Cities, to provide a more accurate portrait by examining the role of thankfulness in offsetting the negative social effects of materialism. The results of this effort indicate that materialism does not have a uniform effect in children's lives, and its negative consequences are in fact mediated by other factors. Increasing materialism among youth does not immediately translate into less generous behavior; rather, gratitude plays an important role in influencing their level of generosity(1). Buying things is a priority Results indicate that both tweens (ages 8 to 12) and teens (ages 13 to 18) would rather spend time buying things than anything else. Seventy-six percent (76%) of tweens and sixty-two percent (62%) of teens say they really enjoy going shopping, and seventy-one percent (71%) overall say they would be happier if they had more money to buy more things for themselves. About half of tweens (51%) and teens (48%) say that when they grow up, they'll be happier if they have more money. What makes youth happy? There are some differences between what things make teens and tweens happy, although money is most likely to make both groups happy. Much of the teen focus is on technology, such as CD's (67%), their own cell phone (65%) and their own computer (63%), as well as money (74%). Tweens are most likely to say money (65%), presents (63%), having popular video/computer games (60%) and their own computer (57%) makes them happy. Mom is still an important figure in the lives of both tweens and teens, as majorities (91% of tweens and 77% of teens) say that Mom makes them happy. Overall, Friends (85%), Grandma (69%), Dad (67%) and pets (58%) round out the top five of those people and pets that make youth happy. Generous and thankful tweens and teens Although youth seem focused on money and possessions, they also enjoy helping others and are appreciative of the things and people in their lives. Three-quarters of youth or more say that they like to help new kids at school (91% of tweens, 81% of teens), raise money for needy people (86% of tweens, 79% of teens), spend time helping others (83% of tweens, 81% of teens), share their favorite things with other people (81% of tweens, 75% of teens) and do favors for friends or family even when they're busy (77% of tweens, 75% of teens). Overall, tweens are slightly more likely than teens to say that they have a lot to be thankful for (92% vs. 86%, respectively), but the large majority of both groups feel this way. Most youth also say they can think of a lot of people who have helped them (81%), and that a list of things they have to be thankful for would be very long (76%). Summing it up Aric Rindfleisch, Associate Professor of Marketing at the University of Wisconsin-Madison, views the data in unique terms. "Our results indicate that while materialistic young people display reduced generosity, those who are thankful for their family, friends and possessions are less likely to display these negative effects. This suggests that although parents may be able to do little to squelch materialistic messages, they may be able limit the adverse effects of materialism by cultivating a sense of thankfulness and gratitude in their children." TABLE 1
APPROACHES TO MATERIALISM
"How much do you agree with the following statements?"
Summary of Somewhat Agree/Strongly Agree
Base: Youth ages 8-18
Total Tweens Teens
age age age
8-18 8-12 13-18
% % %
I would be happier if I had more money to buy
more things for myself 71 66 74
I really enjoy going shopping 68 76 62
I would love to be able to buy things that cost
lots of money 61 59 62
I like to buy things my friends have 50 64 40
When I grow up, the more money I have, the
happier I'll be 49 51 48
The only kind of job I want when I grow up is one
that gets me money 47 48 47
I have fun just thinking of all the things I own 37 44 31
I'd rather spend time buying things than doing
almost anything else 29 31 28
I really like the kids who have very special
games or clothes 25 34 18
I'd rather not share my snacks with others if it
means I'll have less for myself 17 18 17
TABLE 2
APPROACHES TO SHARING
"How much do you agree with the following?"
Summary of Somewhat Agree/Strongly Agree
Base: Youth ages 8-18
Total Tweens Teens
age age age
8-18 8-12 13-18
% % %
I like to help kids who are new to our school 86 91 81
I like to help raise money for needy people 82 86 79
I like to spend my time helping others 82 83 81
I like to share my favorite things with other
people 78 81 75
I like doing favors for my friends or family
even when I'm busy 76 77 75
I would give one of my favorite birthday
presents to a kid who has less than I do 67 72 64
I would like to invite a homeless kid to sleep
over at my house 53 64 44
Sometimes I get upset when someone wants me to
share my stuff 40 45 36
Helping people takes time away from other things
I would like to do 33 29 36
TABLE 3
AMOUNT OF THANKFULNESS
"How true are the following to you?"
Summary of True/Very True
Base: Youth ages 8-18
Total Tweens Teens
age age age
8-18 8-12 13-18
% % %
I have a lot to be thankful for 89 92 86
I can think of a lot of people who have been
a big help to me 81 86 77
It's easy to think of things I have to be
thankful for 76 81 72
If I had to make a list of things I'm
thankful for, it would be a very long list 76 78 75
I wish I had more to be thankful for 24 27 21
TABLE 4
PEOPLE AND PETS THAT MAKE YOUTH HAPPY
"Which people and pets make you happy?"
Base: Youth ages 8-18
Total Tween Teens
age age age
8-18 8-12 13-18
% % %
Friend(s) 85 90 81
Mom 84 91 77
Grandma(s) 69 80 59
Dad 67 76 60
Pet(s) 58 61 55
People in my school 54 52 56
Grandpa(s) 48 59 39
Aunt(s) 48 56 41
Cousin(s) 48 55 41
Sister(s) 47 52 42
Brother(s) 46 49 44
Uncle(s) 43 49 38
Teachers 41 50 33
People who attend my church 25 28 23
Neighbor(s) 24 28 22
People on my sports teams 22 20 23
People in my clubs 22 17 26
People at camp 11 9 12
Principal 9 12 6
Pen pal(s) 6 9 4
None of these make me happy 2 0 3
Note: Multiple-response question
TABLE 5
THINGS THAT MAKE YOUTH HAPPY
"What things make you happy?"
Base: Youth ages 8-18
Total Tweens Teens
age age age
8-18 8-12 13-18
% % %
Money 70 65 74
My own computer 61 57 63
Presents 59 63 55
New clothes 58 55 60
CD's 58 48 67
Buying things for myself 55 50 60
My own cell phone 53 39 65
New sneakers and shoes 52 53 51
Having popular video/computer games 49 60 40
A gift certificate to any store 46 47 45
A pool in my backyard 37 41 33
Living in a big house 37 38 37
A nice car 36 25 46
A new bike 35 52 21
Jewelry 26 22 30
Popular brand names 23 15 29
Nice sports equipment 22 23 21
Having lots of stuffed animals 20 29 13
Having lots of popular toys 19 31 9
A new purse 19 19 20
None of these things makes me happy 4 2 5
Note: Multiple-response question
Downloadable PDF files of previous issues, and the current issue of Trends and Tudes, containing this information and more (to be posted soon), can be found at http://www.harrisinteractive.com/news/newsletters_k12.asp. Methodology This survey was designed in collaboration with Marketing professors, Aric Rindfleisch, Ph.D of University of Wisconsin-Madison, Lan Nguyen Chaplin, Ph.D of University of Illinois-Urbana-Champaign, and Deborah Roedder John, Ph.D. of the University of Minnesota-Twin Cities, and was conducted online by Harris Interactive among 1,213 children and teenagers (including 510 tweens ages 8 to 12, and 703 teens ages 13 to 18) within the United States between October 18 to 26, 2006. Some questions were asked to a subset of the total sample for efficiency purposes. Figures for age, sex, race/ethnicity, education, parental education, and region were weighted where necessary to bring them into line with their actual proportions in the population. All surveys are subject to several sources of error. These include: sampling error (because only a sample of a population is interviewed); measurement error due to question wording and/or question order, deliberately or unintentionally inaccurate responses, nonresponse (including refusals), interviewer effects (when live interviewers are used) and weighting. With one exception (sampling error) the magnitude of the errors that result cannot be estimated. There is, therefore, no way to calculate a finite "margin of error" for any survey and the use of these words should be avoided. With pure probability samples, with 100 percent response rates, it is possible to calculate the probability that the sampling error (but not other sources of error) is not greater than some number. With a pure probability sample of 1,213 one could say with a ninety-five percent probability that the overall results have a sampling error of +/-3 percentage points. Sampling error for data based on sub-samples may be higher and may vary. However this does not take other sources of error into account. This online survey is not based on a probability sample and therefore no theoretical sampling error can be calculated. These statements conform to the principles of disclosure of the National Council on Public Polls. About the Harris Interactive Youth and Education Research Practice The Youth and Education Research Practice conducts research among children, teens, parents, educators, administrators and policy makers that assists in understanding the lives of children, teens and college students. The team specializes in research related to marketing geared toward the young consumer, to public policy related to youth and education, to family and parenting issues, and satisfaction studies and research that measures the standards of K-12 and higher education in districts across the nation. The practice conducts custom and syndicated studies both for non-profit and for- profit organizations. About Harris Interactive Harris Interactive is the 12th largest and fastest-growing market research firm in the world. The company provides research-driven insights and strategic advice to help its clients make more confident decisions which lead to measurable and enduring improvements in performance. Harris Interactive is widely known for The Harris Poll, one of the longest running, independent opinion polls and for pioneering online market research methods. The company has built what it believes to be the world's largest panel of survey respondents: The Harris Poll Online. Harris Interactive serves clients worldwide through its United States, Europe and Asia offices, its wholly-owned subsidiary Novatris in France and through a global network of independent market research firms. The service bureau, HISB, provides its market research industry clients with mixed-mode data collection, panel development services as well as syndicated and tracking research consultation. More information about Harris Interactive may be obtained at http://www.harrisinteractive.com/. To become a member of the Harris Poll Online and be invited to participate in online surveys, register at http://go.hpolsurveys.com/PR. (1) The data were analyzed to determine whether and to what extent
materialism, gratitude and self-esteem affect a youth's level of
generosity. These variables were measured on a scale ranging from 1 to
4. Materialism had a negative impact on youth's generosity, when
controlling for age and gender differences. However, when materialism
was measured in relation to gratitude then it had a positive impact on
generosity, indicating that gratitude significantly influences a
youth's level of generosity.
Press Contact:
Michelle Soto
Harris Interactive
585-214-7665
Harris Interactive Inc. 01/07
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