We derive a rational model of separable consumer choice which can also serve as a behavioral model. The central construct is λ, the marginal utility of money, derived from the consumer's rest-of-life problem. We present a robust approximation of λ, and show how to incorporate liquidity constraints, indivisibilities and adaptation to a changing environment. We find connections with numerous historical and recent constructs, both behavioral and neoclassical, and draw contrasts with standard partial equilibrium analysis. The result is a better grounded, more flexible and more intuitive description of consumer choice.JEL classification: D01, D03, D11.Keywords: distributed choice, moneysworth demand, value for money. * This paper supersedes the previously circulated "The marginal utility of money: a new Marshallian approach to consumer choice". We thank