Culture is the most complex and powerful influence on consumer behavior. Within culturally heterogeneous societies, marketing managers must consider the psychological and behavioral effects that emanate from ethnic identity. Of the many values that immigrants bring to their adopted home, some have their basis in religious beliefs. Most migration occurs from the developing to the developed world, where the acquisition of and devotion to material possessions typify post-industrial society. A largely unanswered question concerns how members of immigrant communities cope with the conflicting values associated with materialism, and those associated with ethnic communal ties and religious fulfillment. This research focuses on materialism as manifested among first- and second-generation Korean-Canadians, as a function of both ethnic identity and religiosity. The researchers uncover generational differences on the interrelationships of these three constructs.