ABSTRACT
Traditional cultures-by which we mean all human societies in the period before the coming of industrialization-place great importance on the group, social obligation, and the stability of social rank. In such societies, which persist to this day in many parts of the world, individuals are completely dependant upon one another for survival, and, hence, are strongly motivated to adhere to group values and beliefs. In these societies, people generally learn to accept their fate, as few opportunities exist, short of marriage and war, to change their status. Traditional cultures weave new experiences into those of the past. Even here, a traditional form of fashion operates within the group-in the form of social norms for dress (including gender differences), ornamentation, and so forth-and is used to clearly demarcate social roles, thus cementing the group and the individual's place within it. The modest number of goods that are available in daily life are either produced locally by known craftsmen, self-made within families, or traded for in regional markets. Elites within these societies, of course, have access to a broader assortment of goods, but their consumption is also undertaken with the maintenance of cultural heritage, extended family relations, and local community norms in mind. Because inheritance is a key means of goods exchange in such societies, goods are made to last.
