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Brands are taking over the world very fast and today a 3 year old child is more likely to recognize and remember McDonalds than to know his last name. (Lynas, 2007)
As the quantity and variety of brands and products grow, so does our need to have it all, apparently we can get no satisfaction. But what is materialism and why is it spreading so quickly around the world?
The two most important definitions of materialism include those of Belk (1984,1985) and Richins and Dawson (1992). Belk describes materialism as “believing the acquisition and possession of thing is the ultimate source of happiness”...
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