Meaning, Measure, and Morality of Materialism

Abstract

Meaning, Measure, and Morality of Materialism, edited by Floyd Rudmin and Marsha Richins (1992) is the Proceedings of the Research Workshop on Materialism and other Consumption Orientations held in June 1992. In the first of the articles, Halton states that the dominant values in contemporary American life express a fragmenting and exteriorized culture which works to enhance power, prestige, and profit. Page outlines theories about conspicuous consumption and its roots in individuals and societies, although the concentration is on the US. The thesis of Richins' article is that continued exposure to the media images - advertisements, articles, television shows, movies, etc. - which present an idealized version of life in the US has at least 2 effects on consumers. One effect is that these images negatively influence satifaction with the self and with one's circumstances. Those who are attempting to market goods and services would do well to understand even the negative articles in the work despite their focus on the evils of materialism.