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Γραμμή 27:
[[Victor E. Frankl|Viktor Frankl]] had suggested that in the U.S., the engine behind consumerism is an extension of the "bread-winner" desire, an argument originally made by Veblen in his 1899 book.
 
"Overcoming Consumerism" is a growing philosophy.{{factFact|date=February 2007}} It is a term that embodies the active resistance to consumerism. It is being used by many universities as a term for course material and as an introduction to the study of marketing from a non-traditional approach.{{citationFact|date=February needed2007}} Comedian [[Bill Hicks]] and director [[Pier Paolo Pasolini]] were notable opponents of consumerism.
 
Another critical term is '''religion of consumerism''', which may imply that consumerism is based on an irrational belief rather than reason, or may have been coined to evoke the religious notion of [[idolatry]] and anti-materialism.