Modern branding as a rethinking of the theory of luxury consumption by V. Sombart

The views of the classic German sociologist W. Sombart regarding the social practices of luxury consumption are of undoubted scientific interest. The article, in relation to modern realities, examines the psychological types identified by Sombart that are predisposed to promoting the bourgeois way of life. Sombart's ideas regarding the ideological component of Western European capitalist entrepreneurship, revealed as a unity in the entrepreneur of the images of a conqueror, organizer and merchant, which has a mythological nature in Anglo-Saxon culture, are also being developed by modern researchers (the American anthropologist D. Graeber, for example). Comparison of Sombart's ideas with the views of M. Weber, L.N. Gumileva reveals aspect of inequality of behavioral inclinations within a nation and the inequality of expression of such inclinations between nations, which in no way contradicts modern science and ethics, since it can relate to the parameters of the distribution of types of temperament, and could also turn a material for the development of ethological studies of behavioral stereotypes, which are not enough in modern stage of science development.