Photo of Chaplin, Lan Nguyen

Lan Nguyen Chaplin

Associate Professor

Department of Managerial Studies


Building & Room:

University Hall


601 S. Morgan St., Chicago, IL 60607

Office Phone:

(312) 413-8376


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

  • 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.

Notable Honors

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