The Dutch research team whose work showed that advertising plays on the insecurities of the most vulnerable children has also concluded that advertising leads to materialism in 8-11 year olds.  This echoes findings from Watching, Wanting and Wellbeing but is the first time this link has been made in a longitudinal study – helping to establish a cause and effect relationship rather than just a correlation.

http://crx.sagepub.com/content/early/2013/03/07/0093650213479129