The results use a new method, the AI, to operationalize materialism, and a new scale, BESC. Because the materialism results replicate earlier findings they add to the validity of these findings by showing they are not due to mono‐operation bias. Moreover, the AI operationalizes materialism as three sub‐constructs that are not explicated by the other measures. It provides a new and well thought out perspective on materialism. The results also extend the study of brand engagement into new topic areas where it should provide a good explanation for many aspects of heightened consumer behavior.