Extant research on materialism has generally used explicit measures. This approach assumes that a) respondents are aware of their motivations and beliefs, and if so, b) they will honestly report them. Both assumptions are questionable. Accordingly, we present research designed to develop an implicit measure of materialism and present evidence supporting its validity. Our research has the potential to provide a better understanding of key consequences of materialistic mindsets, such as decreased well-being and addictive behavior, such as compulsive buying.