Community is a core construct in social thought. Its intellectual history is lengthy and abundant. Community was a prominent concern of the great social theorists, scientists, and philosophers of the nineteenth and early twentieth centuries (e.g., Dewey 1927; Durkheim [1893] 1933; Freud 1928; Kant [1781] 1996; Marx [1867] 1946; Nietzsche [1886] 1990; Park 1938; Royce 1969; Simmel [1903] 1964; Weber [1922] 1978; Wirth 1938), and has continued to be so among contemporary contributors (e.g., Bellah et al. 1985; Boorstin 1973; Etzioni 1993; Fischer 1975; Lasch 1991; Maffesoli 1996; Merritt 1966; Putnam 1995, 2000; Wellman 1979). In fact, for a century and a half it has been a staple of political, religious, scholarly, and popular discourse (Hummon 1990). This discourse is principally about community’s condition and fate in the wake of modernity, market capitalism, and consumer culture. Yet despite its widely acknowledged significance, particularly in the context of consumption, community has rarely been mentioned in consumer behavior. This article seeks to address this peculiar absence.