In this chapter, we first describe the concept of happiness concerning material possessions. We do so by delving into research on the psychology of material possessions and brand happiness. We then document the research that touches on ways to achieve greater material happiness, namely strategies related to “what to own” and “how to own.” Concerning “what to own” strategies, we describe research related to how products such as conspicuous brands, experiential products, commemorative products, and anthropomorphized products contribute to material happiness. Similarly, we describe specific tracks of research related to “how to own,” namely, brand engagement, psychological ownership of products, brand love, low-key conspicuous ownership behavior, social sharing, and materialism.