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We remember our own lives, Schopenhauer wrote somewhere, a little better than a novel we once read. That’s about right: a little, no more.

According to the Marshall model, the buyer is a rational individual seeking to maximise his satisfaction while taking price into consideration; Veblen’s model, on the other hand, analyses the effect of peer pressure on the buying process (depending on whether the buyer wishes to be identified with a defined group or to set himself apart from it). C