A recent study by researchers at the University of California, Irvine, found that a third of students surveyed said that they expected B's just for attending lectures, and 40 percent said they deserved a B for completing the required reading. "I noticed an increased sense of entitlement in my students and wanted to discover what was causing it," said Ellen Greenberger, the lead author of the study, called "Self-Entitled College Students: Contributions of Personality, Parenting, and Motivational Factors," which appeared last year in The Journal of Youth and Adolescence.