WHAT IS DRIVING THE DIFFERENCES?
It largely comes down to competitiveness between parents and keeping up with the Joneses. When their children compare notes in the playground, the last thing parents want is for their children to be the ones pocketing the lowest tooth fairy payouts. Visa’s Alderman says: “Parents really are paranoid about their kids getting as much as their friends.” No parent wants their children to feel harddone-by. Kit Yarrow, a consumer psychologist and professor at Golden Gate University, explains: “A kid who got a quarter ($0.25) would wonder why their tooth was worth less than the kid who got $5.” And, based on my son’s comparisons with his schoolmates in the playground, it