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Minna-Maarit Jaskari, Päivi Borisov and Henna Syrjälä

The second chapter constructs a multilevel understanding of how greed appears in marketing students’ consumption. To that end, it draws on discussions regarding consumers’ lived experiences at the micro level influencing and being influenced by phenomena in larger-level contexts. Greed is understood as dissatisfaction with never having enough, and as a cardinal sin it is a double-edged sword that provokes contradictory negotiations in consumption. By using narrative data, the chapter showcases how greed is manifested and negotiated within and between various levels of culture (micro, mezzo, macro, and supra). The chapter concludes by challenging the aspects of greed earlier found to be positive. Although greed can be manifested as both positive and negative, it never appears as solely positive. Furthermore, although greed emerges in various levels of culture, it always floods back to the micro level: As a sin, greed is always attached to an individual.