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This work of Consumer Behavior takes inspiration from the previous social science research on tattoo. Since tattoos have acquired increasing popularity over the past ten years, marketig scholars have started to study this phenomenon from a different perspective. Therefore, this work provides a quantitative analysis of tattoo consumption in the eastern Europe, applying an extended version of the Theory of Planned Behavior (Ajzen, 1991), with the moderating effect of the variable Materialism (Richins & Dawson, 1992). Data was collected among tattooed eastern Europeans and modeled via Standard Equation Modeling (SEM).