 Then the analysis would look at the consumer and his or her willingness to spend their money on that product with its given quality and use value.Underhill finds a new way of analyzing a large swath of the American economy by supplying the model of aesthetics.His explanation is not so much in the field of economics as it is in the field of psychology as applied to retail environments, but its implications are that businesses must not only provide a product, they must also supply a mood or atmosphere.