Consumption and the meaning of life

Through an analysis of data from depth interviews with modern American consumers, we examine whether and how individuals quest for life’s meaning through consumption. Our analysis identifies three worldviews that are differently related to the experience of transcendence through consumption. A rationalist worldview is revealed as being unrelated to such a pursuit. It contrasts two magical worldviews held by most informants in which consumption objects are infused with supernatural and metaphysical beliefs that animate life’s meaning for them. Our discussion highlights how recognition of magical worldviews contributes to consumer theory, methods, and concepts of investigation.