A recent magazine article evokes the perennial mystery of human desire by asking why a movie star who “has it all” - “a perfect body, happy marriage, wealth,” and “success” - is “not yet satisfied.” Beginning with a play of words, “Why Demi Moore Wants More,” the article ends by finding the word more “elusive.” This elusive more is the subject of my essay, which links a desire for more to determinism as a doctrine of causation common to literary naturalism, behavioral psychology, modern advertising, and consumerism. Once consumption figures in a discussion of literary naturalism, at issue in this essay, the lines of argument move centrifugally in various directions to include such seemingly far-flung and unrelated matters as the Vietnam War, kleptomania, the “packaging” of American politics, women's fashion, material culture studies, fitness diets, images of burning bodies, the commodification of books, Jane Fonda's self-transformations, and indecent proposals to Demi Moore. All these matters converge at a single point of origin where a woman character, an American literary heroine, stands and looks.