Psychoanalysis could help to revitalize thinking in marketing around a notion that is central but rarely mentioned in the marketing literature on consumer behavior, namely desire. Drawing on the work of Jacques Lacan on desire, this paper addresses one critical question: How does the consumer's unconscious desire structure his/her desire for consumer goods? In transcribing Jacques Lacan's work on the Graph of Desire and on the “object little a” - as far as we know for the first time in marketing - this paper highlights the importance of Lacanian psychoanalysis for the marketing study of consumer desire. Significantly, we conclude that the Graph of Desire is a central psychoanalytic notion to further current marketing knowledge of how the unconscious desire of the subject structures his/her desire for everyday consumer goods. We provide an illustration in relation to the collecting of contemporary art.