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Veblen, Thorstein, 1857-1929

"Theory of the Leisure Class"

For the purpose in hand, this
differential utility on the ground of grotesqueness and
instability of structure is reducible to terms of a greater
scarcity and consequent expense. The commercial value of canine
monstrosities, such as the prevailing styles of pet dogs both for
men's and women's use, rests on their high cost of production,
and their value to their owners lies chiefly in their utility as
items of conspicuous consumption. In directly, through reflection
Upon their honorific expensiveness, a social worth is imputed to
them; and so, by an easy substitution of words and ideas, they
come to be admired and reputed beautiful. Since any attention
bestowed upon these animals is in no sense gainful or useful, it
is also reputable; and since the habit of giving them attention
is consequently not deprecated, it may grow into an habitual
attachment of great tenacity and of a most benevolent character.
So that in the affection bestowed on pet animals the canon of
expensiveness is present more or less remotely as a norm which
guides and shapes the sentiment and the selection of its object.
The like is true, as will be noticed presently, with respect to
affection for persons also; although the manner in which the norm
acts in that case is somewhat different.


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