In a second study, the researchers determined that self-esteem was a key factor in a child's level of materialism. Children with lower self-esteem valued possessions significantly more than children with higher self-esteem.

Moreover, the heightened materialistic values of early adolescents were directly related to "a severe drop in self-esteem that occurs around 12-13 years of age." By using a test that primed high self-esteem among the children, the researchers wrote that they "reversed the large drop in self-esteem experienced by early adolescents, thereby reducing the steep rise in materialism among this group."

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"Our results suggest that strategies aimed at influencing feelings of self-worth and self-esteem among 'tweens' (8-12 year olds) and adolescents would be effective," they concluded.