Lan Nguyen Chaplin, a marketing professor and researcher at Northwestern University, shares more about her work studying children's consumer behavior and branding.  Lan talks about how being a parent has inspired her work and how neuromarketing has started to catch on and why it's important.  Lan discusses her highly acclaimed work, "Material Parenting, How the Use of Goods in Parenting Fosters Materialism in the Next Generation" as well as teasing upcoming research around gratitude and why our children may be more grateful than we realize.