“…Theoretically, I draw from work on emotional reflexivity, which recent contributions to Sociology have developed (Burkitt, 2012; Holmes, 2010), and use Hochschild’s (2016) notion of deep story , which captures the felt experience of a particular social group. Individuals’ feelings about themselves and others are linked to their social environment and help to sustain social relations, classes, groups and factions (Ahmed, 2004; Burkitt, 2014: 15, 28, 159; Feinstein and Shehade Switat, 2018; Holmes, 2010: 140), and I suggest that the wealthy are no exception: they also express emotions in ways which fuel and prop up their identities and ideologies.…”