4. Make them pay
Clear up that "everything is free" idea and be frank about costs.
"My kids used to say, 'But the cellphone is free,'" Hicks says. "They were truly surprised that I had to sign a contract and pay every month. We can't put our kids in a bubble and have them not know about the costs of things."
Have your child foot the bills for any extras, whether cellphone minutes or games or designer clothes. For some reason, $20 of a child's own money is worth more than $20 out of Mom's or Dad's wallet.
"Allowance really does help," Jalajas says. "I'll say, 'That will cost 20 weeks of allowance.' My policy is: I'm your mother and I will provide you with everything you need: food, clothes, a home. Anything above and beyond that, which includes video games, you'll pay for yourself."
5. Buy pre-loved items
Jalajas' son, who used to insist on all new books and games, now realizes he can buy a used computer game for much less. The Mathesons also shop for used games for their Nintendo Wii, often trading in old ones for credit. "It's a rarity we'll buy a brand-new game," she says.
There are numerous sites that offer used games, including Amazon and GameStop.
A friend in deed
Friends can make a difference in encouraging or curbing materialism. One of Jalajas' son's friends is an only child with a nice bedroom, a cellphone, an iPod, a big-screen TV in the basement and more. "He comes home and says, 'How come I have to share a room with my brother?'" Jalajas says.
But a new friend has made Jalajas' son more appreciative of what he has.
"He came home and said, 'Do you know he has to share a room with his three sisters?'" she says. "We need more of those friends."