Sec. 9. A commodity sought or encountered may then be of interest to us for reasons of the following three general sorts. In the first place it may simply be the normal and appropriate object of some established desire of ours. We may be seeking the commodity because this desire has first become active, or encountering the commodity in the market may have suddenly awakened the desire. Illustration seems superfluous; tobacco for the habitual smoker, clothing of most sorts for the ordinary person, regular supplies of the household staples--these will suffice. This is the province within which a hedonistic account of the economic motive holds good with a cogency that anti-hedonistic criticism has not been able to dissolve. Our outlays for such things as these may as a rule be held in their due and proper relation to each other--at all events in their established or "normal" relation--simply by recalling at critical times our relative marginal likes and dislikes for them. That these likes and dislikes are not self-explanatory, that they are concrete expectations and not abstract affective elements, does not seem greatly to matter where the issue lies between maintaining or renouncing an existing schedule of consumption. And in this same classification belong also industrial and commercial expenditures of a similarly routine sort. Even where the scale of operations is being enlarged, expenditures for machines, fuel, raw materials, and labor may have been so carefully planned in advance with reference to the desired increase of output or pecuniary profit that no special problem of motivation attaches directly to them. And these outlays are so important in industry and commerce that the impression comes easily to prevail that all business undertaking, and then all consumption of finished goods, fall under the simple hedonistic type. But if we keep to the plane of final consumption, there appears a second sort of situation. Our interest in the commodity before us may be due to a suggestion of some sort that prompts us to take a step beyond the limits that our present formed desires mark out. The suggestion may be given by adroit advertising, by fashion, by the habits of another class to which one may aspire or by a person to whom one may look as guide, philosopher, and friend. An authority of one sort or another invites or constrains us to take the merits of the article on trust. Actual trial and use may show, not so much that it can minister to a latent desire as that we have been able through its use to form a habit that constitutes a settled need.