ABSTRACT
The New Materialists and their concentration on the functionalism of their spending have caused many marketers and advertisers to take notice. Evian, MasterCard, Mercedes Benz, and Miller Genuine Draft are among the first products to recognize this trend and attentively reposition their products to address New Materialist concerns and wants. These consumers were adamant about the existence of materialism, even in today's world. They described materialism as a core part of the American Dream and discussed that it would not be easily released. It may not be at the forefront, but there is no doubt that materialism is fully ingrained in people tastes and in people culture. The psychology of materialism is multifold. Its being is essentially grounded in the ideal that: 'Possessions are valued because they give a certain status and are instrumental in projecting a desired self-image'. The materialist is constantly in search of self-worth and the perception is that it may be discovered in holding material good.
