Can't buy me meaning? Lay theories impede people from deriving meaning and well-being from consumption.

People seek meaning in the marketplace, but can meaning be bought? We review emerging evidence and suggest that the typical association between meaning and well-being is weakened in consumption contexts. We outline two lay beliefs that help explain this gap: the belief that purchases are extrinsic pursuits whereas meaning should come from intrinsic pursuits, and the belief that purchases are impure sources of meaning because companies profit at the expense of people. This conceptual model suggests three paths to enhance meaning and well-being through consumption: reframe purchases as intrinsically rewarding, change (erroneous) lay theories that profit necessarily comes at the expense of the social good, or highlight the future, enduring benefits of consumption.