Maladaptive consumption represents potentially uncontrollable and self- and others-harming consumer choices to ful!ll a desire for rewarding substances and behaviors. More recently, maladaptive consumption has emerged as a pivotal interest within consumer research, and a deliberation of current developments regarding consumers’ misuse of substances and their repetitive engagement in certain behaviors highlights its acute importance. After summarizing both long-standing and emerging types of maladaptive consumption, we review mounting evidence and provide a working de!nition and an integrative theoretical framework for understanding antecedents, types, explanations, and consequences of maladaptive consumption. Finally, we close with a limited identi!cation of propositions and research themes that sug- gest avenues for future research.