ABSTRACT
It is not surprising then if many people think to themselves in the morning-once they are capable of thinking anything at all-‘What shall I (or must I) do today? How shall I (or must I) spend my time today?’ Far fewer, we may suppose, wake up and think ‘What shall I spend today? What must I buy today?’ Yet the received economic theory of consumer behaviour is firmly centred on the allocation of money expenditure amongst commodities and pays only marginal, or even no, attention to the consumer’s allocation of time. Following Schopenhauer, by contrast, we shall here devote much of our time to thinking about people thinking how to use their time.
