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Explores the development of lifestyle marketing from the 1960s to the 1990s. Mary Rizzo shows how marketers disconnected class identity from material reality, focusing instead on a person's attitudes, opinions, and behaviours. The book includes discussions of the rebel of the 1950s, the hippie of the 1960s, the white suburban hip-hop fan of the 1980s, and the poverty chic of the 1990s.