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This paper discusses methodological and theoretical issues that arise in contemporary analyses of cultural consumption. First, I review measures of cultural consumption that receive attention in the literature and I put forward several others that broaden the definition and measurement of this concept. I propose the inclusion of a variety of consumption realms and consumption publics, and advocate the use of integrated and flexible measures. I discuss the comparability of consumption indicators in the context of cross-national, crosscultural, and longitudinal research, and submit that it is important to have standardized measures for the sake of their reliability and validity, but also that it is important to have case-specific measures in order to prevent blurred cultural distinctions. Second, I suggest that consumer culture research further develop a series of theoretical questions that stand at the core of the field, particularly those that acknowledge the significant social consequences of cultural consumption: the transition from production to consumption; cultural consumption and the social matrix; cultural consumption as a generative concept; multiple consumer identities; and cultural consumption and cultural policy. The shared emphasis of these theoretical questions is on locating the position of individuals on multidimensional hierarchies of consumption, thus facilitating conceptualization of lifestyle tribes, status groups, or taste communities as generators of values, attitudes, and behavior. [ABSTRACT FROM AUTHOR]