Photo of Chaplin, Lan Nguyen

Lan Nguyen Chaplin

Associate Professor

Department of Marketing


Building & Room:

2206 UH


601 S. Morgan St., Chicago, IL 60607

Office Phone:

(312) 413-8376

CV Download:



Selected Media Coverage
Fortune | Forbes | The New York Times | Time | "CBS News" | "ABC News Radio" | Scientific American |
New York Magazine | Smithsonian Magazine | Glamour | Washington Times | "CBC News" | Popular Science | Psychology Today | "Yahoo! Finance" | "Yahoo! Parenting" | Huffington Post | The Herald-Times | Redbook | Quartz


  • Associate Professor of Marketing, University of Illinois-Chicago, 2013-Present
  • Visiting Scholar, Kellogg School of Management, Northwestern University, May-Aug 2017
  • Associate Professor of Marketing (tenured), Villanova University, 2013
  • Assistant Professor of Marketing, Villanova University, 2010-2013
  • Assistant Professor of Marketing, University of Arizona, 2008-2010
  • Assistant Professor of Marketing, University of Illinois at Urbana-Champaign, 2003-2007
  • Lecturer in Marketing, University of Minnesota, 2000-2002

Editorial Review Boards:

  • Journal of Consumer Research, 2014- present
  • Journal of Positive Psychology, 2010- present

Classes Taught

  • Consumer Behavior: (Undergraduate and MBA)
  • Brand Management: (Undergraduate and MBA)
  • Consumer Behavior Among Children and Other Special Populations: (Ph.D. Seminar)

Research Areas

  • Children's Happiness and Well-Being
  • Children's Consumer Behavior
  • Materialism
  • Self-Brand Connections
  • Branding
  • Psychology of Money

Selected Publications

  • Chaplin, Lan Nguyen, Tina M. Lowrey, Ayalla Ruvio, L.J. Shrum, and Kathleen D. Vohs (2020), “Age Differences in Children’s Happiness from Material Goods and Experiences: The Role of Memory and Theory of Mind”, Journal of International Research in Marketing, (forthcoming).
  • John, Deborah Roedder John and Lan Nguyen Chaplin, (2019), “Children’s Understanding of the Instrumental Value of Products and Brands,” Research Dialogue, Journal of Consumer Psychology, 29 (2), 328-335. [Invited]
  • Hamilton, Rebecca, Debora Thompson, Sterling Bone, Lan Nguyen Chaplin, Kelly Goldsmith, Vladaas Griskevicius, Ronald Hill, Deborah Roedder John, Chiraag Mittal, Thomas O’Guinn, Paul Piff, Caroline Roux, Anuj Shah, Meng Zhu (2019), “The Effects of Scarcity on Consumer Decision Journeys”, Journal of the Academy of Marketing Science, 47 (3), 532-550.
  • Chaplin, Lan Nguyen, Deborah Roedder John, Aric Rindfleisch, and Jeffrey Froh (2019), “The Impact of Gratitude on Adolescent Materialism and Generosity”, Journal of Positive Psychology, 14 (4), 1-10.
  • Gasiorowska, Agata, Lan N. Chaplin, Tomasz Zaleskiewicz, Sandra Wygrab, and Kathleen D. Vohs (2016), “Money Cues Increase Agency and Decrease Prosociality Among Children:Early Signs of Market Mode Behaviors,” Psychological Science, 27 (3), 331-344.
  • Richins, Marsha L. and Lan Nguyen Chaplin (2015), “Material Parenting: How the Use of Goods in Parenting Fosters Materialism in the Next Generation”, Journal of Consumer Research, 41 (6), 1333-1357
    • Lead article
    • Reprinted in JCR’s Reserach Curations: transformative Consumer Research (Spring/Summer 2015; Curator: Julie Ozanne)
  • Chaplin, Lan Nguyen and Michael I. Norton (2015), “Why We Think We Can’t Dance: Theory of Mind and Performance in Children”, Child Development, 82 (2), 651-658
  • Chaplin, Lan Nguyen and Michael I. Norton (2015), “Why Don’t You Want to Sing and Dance in Public?” Scientific American, (February 24).
  • Chaplin, Lan Nguyen, Ronald P. Hill, and Deborah Roedder John (2014), “Poverty and Materialism:  A Look at Impoverished Versus Affluent Children”, Journal of Public Policy and Marketing, 33 (1), 78-92.
  • Burroughs, James, Lan Nguyen Chaplin, Mario Pandelaere, Michael I. Norton, Nailya Ordabayeva, Alexander Gunz, and Leslie Dinauer (2013), “Using Motivation Theory to Develop a Transformative Consumer Research Agenda for Reducing Materialism in Society,” Journal of Public Policy & Marketing, 32 (1), 18-31.
  • Cheng, Shirley, Tiffany Barnett White, and Lan Nguyen Chaplin (2012), “The Effects of Self-Brand Connections on Responses to Brand Failure: A New Look at the Consumer-Brand Relationship,” Journal of Consumer Psychology, 22 (April), 280-288.
  • Chaplin, Lan Nguyen and Deborah Roedder John (2010), “Interpersonal Influences on Adolescent Materialism: A New Look at the Role of Parents and Peers,” Journal of Consumer Psychology, 20 (April), 176-184.
  • Chaplin, Lan Nguyen and Tina M. Lowrey (2010), “The Development of Consumer-Based Consumption Constellations in Children,” Journal of Consumer Research, 36 (February), 757-777.
  • Chaplin, Lan Nguyen and Deborah Roedder John (2007), “Growing Up in a Material World: Age Differences in Materialism in Children and Adolescents,” Journal of Consumer Research, 34 (December), 480-493.
  • Chaplin, Lan Nguyen and Deborah Roedder John (2005), “The Development of Self-Brand Connections in Children and Adolescents,” Journal of Consumer Research, 32 (June), 119-129.

Service to Community

University of Pennsylvania

  • Penn Ambassador: Penn Alumni Interview Program (since 2002)

Cradles to Crayons

  • Partners’ Advisory Council (since 2018)

QuanTâm (since 2014): Professional Development Coach for UIC undergrads and alumni

  • Three mentees won the Chancellor’s Student Service and Leadership Award for leading QuanTâm in service and civic engagement (2018, 2019).
  • Professional Development Workshops (Topics: Personal Branding, Women in Business, Resume Writing, Transitioning from the Classroom to the Boardroom, Interviewing and Networking, Diversity in the Workplace)
  • Service and Civic Engagement (since 2017)
  • 2020 (Summer/Fall): Operation QuanTâm Fiji Wellness
  • 2019 (Fall): Operation QuanTâm in Vietnam (Raised $2000 to help an orphanage in Hai Phong, Vietnam)
  • 2019 (Spring): Operation QuanTâm Uplift (Partnered with Ronald McDonald House Charities to collect essentials for families with children who are receiving medical treatment).
  • 2018 (Fall): Operation QuanTâm Quest (Partnered with Cradles to Crayons to collect quality essentials for low income and homeless children).
  • 2018 (Spring): Operation Odyssey (Partnered with over 30 businesses to serve 300 homeless people in Chicago).
  • 2017 (Fall/Winter): Operation Cradles to Crayons (Partnered with Cradles to Crayons to collect quality essentials for low income and homeless children).
  • 2017 (Spring): Helping the Homeless (Partnered with over 20 businesses to serve >100 homeless people in Chicago). See LinkedIn article: How Every Team Can Mix Business with Service

Professional Leadership

Co-Chair (with Melissa Bublitz and Laura Peracchio; Dialogical Track: Teens as Changemakers), 2019 Transformative Consumer Research Conference, Miami, FL

Co-Chair (with Michal Maimaran), 2017 Kellogg-UIC Children’s Well-Being and Happiness Conference, Evanston, IL

Co-Chair (with Agnes Nairn, Hult), 2015 Transformative Consumer Research Conference (Children and Materialism Track), Philadelphia, PA

Notable Honors

2019, Faculty Award, Office of the Provost, UIC

2018, Best article: Marsha L. Richins and Lan Nguyen Chaplin (2015), “Material Parenting: How the Use of Goods in Parenting Fosters Materialism in the Next Generation,”, Journal of Consumer Research, Volume 41, Issue 6, (April), 1333–1357.

2018, Top 50 Undergraduate Business Professors (Top Nominee), Poets & Quants

2016, One of the most highly cited articles: Marsha L. Richins and Lan Nguyen Chaplin (2015), “Material Parenting: How the Use of Goods in Parenting Fosters Materialism in the Next Generation,”, Journal of Consumer Research, Volume 41, Issue 6, (April),1333–1357.

Spring/Summer 2015, Research featured in the Journal of Consumer Research’s Research Curations: Transformative Consumer Research, (Curator: Julie Ozanne)

2015, Invited to give a presentation on innovative teaching methods, Marketing Management Association

2011-13, Highest Teaching Evaluation by Department Chair, Villanova University

2003-07, List of Excellent Instructors (top 10%), University of Illinois at Urbana-Champaign

2001-2002, Excellence in Teaching Award, Carlson School of Management, University of Minnesota


University of Minnesota—Doctor of Philosophy in Business Administration
Major: Marketing; Minor: Psychology

University of Pennsylvania—Bachelor of Arts in Biological Basis of Behavior
Concentration: Behavioral Medicine

Research Currently in Progress

  • Children's Happiness
  • Children's Well-Being
  • Children's Health Knowledge
  • Children's Materialism
  • Children's Understanding of Artificial Intelligence
  • The Meaning of Friendship Across Generations