Modern, economic society depends on consumers and their consumption, and, in some ways, the more they consume, the more successful the economy. But few consumers can really have all they might want. ey have to curb their appetites to live within their nancial means (or, if not within the limits of how much money they have, at least within the limits of how much they can borrow). ey must restrain their consumption of some goods (such as cigarettes, fattening foods, and alcohol) that are bad for their health if consumed to excess. ey have to restrain their consumption of goods (such as violent video games or pornography) that they perceive as a moral threat. ey must restrain their consumption of goods (such as illegal drugs) that are illegal.
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