The Theory of the Leisure Class(1899)
Thorstein Veblen


...under the competitive struggle for proficiency in good manners, it comes about that much pains is taken with the cultivation of habits of decorum; and hence the details of decorum develop into a comprehensive discipline, conformity to which is required of all who would be held blameless in point of repute.

And hence, on the other hand, this conspicuous leisure of which decorum is a ramification grows gradually into a laborious drill in deportment and an education in taste and discrimination as to what articles of consumption are decorous and what are the decorous methods of consuming them. ...

The exigencies of the modern industrial system frequently place individuals and households in juxtaposition between whom there is little contact in any other sense than that of juxtaposition. One's neighbours, mechanically speaking, often are socially not one's neighbours, or even acquaintances; and still their transient good opinion has a high degree of utility.

The only practicable means of impressing one's pecuniary ability on these unsympathetic observers of one's everyday life is an unremitting demonstration of ability to pay. In the modern community there is also a more frequent attendance at large gathering of people to whom one's everyday life is unknown; in such places as church, theatres, ballrooms, hotels, parks, shops, and the like.

In order to impress these transient observers, and to retain one's self-complacency under their observation, the signature of one's pecuniary strength should be written in characters which he who runs may read. It is evident, therefore, that the present trend of the development is in the direction of heightening the utility of conspicuous consumption as compared with leisure.
 

Taken from Chapters 2 & 3.
(Italics and blank lines are by the transcriber).

Japanese translation is here.

Hideaki HIRANO: hhirano@mt.tama.hosei.ac.jp