<DIV><p>A neglected genre that promises to shed light on the culture of consumption appears in the form of the daytime television game shows whose hegemonic message seems to convey and to justify a widespread obeisance to the mandate of materialism. A close analysis of the longest running game show, <I>The Price Is Right</I>, suggests that all facets of this program combine to reinforce its central meaning as a ritualistic validation of consumption-oriented greed.</p></DIV>