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This paper aims to discuss the concept of fetishism as an important but understudied kind of magical relationship to objects. Fetishism in the context of contemporary consumption is conceptualized as a multilayered construct underlining the attribution of an aura and magical power to a product to achieve personal goals.

In total, 15 in-depth interviews were conducted to highlight contextual factors influencing the emergence of fetishism in contemporary consumption, to underline the instrumental and aspirational dimensions of fetishism and to provide a definition of contemporary product fetishism.

The results show that fetishism appears as fragmented and unstable magical beliefs toward products related to a need to cope with uncertain and important aspirational situations.

The paper provides a multidisciplinary approach of fetishism to provide insights regarding this phenomenon and its manifestations in the context of contemporary consumption.