Getting Loose: Lifestyle Consumption in the 1970s

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The book explores the evolution of American consumer culture from the 1960s through the late 20th century, highlighting how shifts in identity—particularly the concept of a "loosening" self—have influenced consumer behaviors. It delves into the diverse forms of identity that emerged during this period, examining their impact on consumption patterns and societal norms. Through this lens, the author provides insights into the interplay between identity and consumerism in shaping modern American life.