theories of taste which build on the ideas of status competition and social emulation have been criticized from various standpoints. firstly, it has been suggested that it is not reasonable to trace all social action back to status competition. that is while marking and claiming status are strong incentives, people also have other motivations as well. secondly, it has been argued that it not plausible to assume that tastes and lifestyles are always diffusing downwards from the upper classes. and that in some situations the diffusion of tastes may move in the opposite direction.