"If you have to ask how much it costs, you can't afford it"
About this Quote
Coming from J. P. Morgan, the intent lands with industrial-age force. This is Gilded Age finance speaking at the height of American wealth consolidation, when the titans of banking and railroads were inventing modern capitalism and the etiquette that laundered it into "taste". The quote functions like a velvet rope: it turns consumption into a test of class literacy. Asking the price marks you as transactional, anxious, newly arrived. Not asking signals you can treat money as atmosphere rather than instrument.
It also quietly shifts power. The seller gets to set terms without negotiation; the buyer, if they want status, must play along. That's why the line persists: it captures how luxury markets still monetize insecurity by pretending it's refinement. Morgan's genius, and its cynicism, is making exclusion sound like natural law.
Quote Details
| Topic | Wealth |
|---|---|
| Source | Help us find the source |
| Cite |
Citation Formats
APA Style (7th ed.)
Morgan, J. P. (2026, January 16). If you have to ask how much it costs, you can't afford it. FixQuotes. https://fixquotes.com/quotes/if-you-have-to-ask-how-much-it-costs-you-cant-132331/
Chicago Style
Morgan, J. P. "If you have to ask how much it costs, you can't afford it." FixQuotes. January 16, 2026. https://fixquotes.com/quotes/if-you-have-to-ask-how-much-it-costs-you-cant-132331/.
MLA Style (9th ed.)
"If you have to ask how much it costs, you can't afford it." FixQuotes, 16 Jan. 2026, https://fixquotes.com/quotes/if-you-have-to-ask-how-much-it-costs-you-cant-132331/. Accessed 16 Feb. 2026.







