ABSTRACT
A dominant characteristic of American society is the desire for more (Bredemeier and Toby 1960; Fox and Lears 1983; Wachtel 1983). I recently spent an hour in casual conversation with a building contractor whom I had come to know reasonably well, and I spent most of that time listening. Without prompting, my contractor friend devoted the hour to describing all the things he wanted-a new computer, a new house, a new truck, better clothes for his kids, an elk hunting trip, and more. My contractor friend is not unique. Nearly everyone with whom I have broached the topic-in conversation, in research interviews, and even in surveys —can speak at some length, and sometimes with passion, about the things they would like to have. For some, the emphasis on getting and having is sufficiently strong that we might classify them as materialistic.
