Association of Marketing Theory and Practice Proceedings 2011


Marketing: The Greatest Invention of the Human Mind? A Look at Marketing, Materialism, and Status as Consumer Constructs

Document Type

Conference Proceeding

Conference Track

Service Marketing/ Non-Profit Marketing/ Ethics

Publication Date



In this paper, we look at materialism and marketing from two perspectives. First, we look at materialism as a world view, contrasting G. K. Chesterton's views with those of evolutionary psychologist Geoffrey Miller. For Chesterton's views, we rely on his work, Orthodoxy; for Miller, his recent book, Spent. Second, we look at materialism as a construct in the mind of the consumer, relying on a variety of literature on materialism and marketing.

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Digital Commons@Georgia Southern License

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