“…The power of money, for example, makes people believe they can afford "everything" or "everyone", leading to a conviction that the power of one's wallet far outweighs the expectations of ethical behaviour (Heyes & lashley, 2017). While some could come to think that luxury was and is only associated to the very wealthy of our society, others could suggest that luxury in today's day and age is available to everyone, based on their own individual definition of luxury (Heyes & lashley, 2017). While marketing alone plays an important role (Twitchell, 2002), others could argue that luxury is seen in the eye of the beholder rather than the eye of the giver (Heyes & lashley, 2017).…”