[The Theory of the Leisure Class by Thorstein Veblen]@TWC D-Link bookThe Theory of the Leisure Class CHAPTER Four ~~ Conspicuous Consumption 30/46
The requirement of conformity to this higher conventional standard becomes mandatory.
The standard of decency is higher, class for class, and this requirement of decent appearance must be lived up to on pain of losing caste. Consumption becomes a larger element in the standard of living in the city than in the country.
Among the country population its place is to some extent taken by savings and home comforts known through the medium of neighborhood gossip sufficiently to serve the like general purpose of Pecuniary repute.
These home comforts and the leisure indulged in--where the indulgence is found--are of course also in great part to be classed as items of conspicuous consumption; and much the same is to be said of the savings.
The smaller amount of the savings laid by by the artisan class is no doubt due, in some measure, to the fact that in the case of the artisan the savings are a less effective means of advertisement, relative to the environment in which he is placed, than are the savings of the people living on farms and in the small villages.
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