LIFESTYLE AND SOCIAL STRUCTURE IN CONTEMPORARY AMERICAN SOCIETY: CONCEPTS, DEFINITIONS, AND ANALYSES

This work is concerned with (1) the analytical formulation of the term "lifestyle," (2) the construction of a general theory of lifestyle differentiation, and (3) the estimation of models which view lifestyle variation in contemporary America as a stochastic function of social structure.

The argument starts with the observation that it is not clear from the literature what the word "lifestyle" refers to or means. Since the word is not used analytically in this literature, attempts to modify prior use are not profitable. Therefore, I begin with descriptive usage of the word "style," defining it as "any distinctive, and therefore recognizable, way in which an act is performed or an artifact made or ought to be performed and made" (Gombrich, 1968; p. 352). After developing the implications of the definition, lifestyle is defined, by analogy, as "any distinctive, and therefore recognizable mode of living." Since this definition parallels the definition of style the implications are similar. Thus, it is argued that a lifestyle consists of behaviors which are directly observable or deducible from observation.

Next I argue, on the basis of the secondary criterion of spatio-temporal saliency, that consumption is the one behavior which best indexes lifestyle in post World War II America. Alternatives such as work and leisure are systematically excluded.

I then argue that lifestyle differentiation is produced by variation in the referents individuals maintain. In turn, these are viewed as the product of social roles and situational factors which are directly measurable. Hence, lifestyle differentiation stems, albeit indirectly, from social structure.

Chapter six discusses the operationalization of the theory of lifestyle differentiation, leaning heavily on economic models of consumption. The sociological theory subsumes utility maximization theory when prices are constant, without assuming that tastes and preferences are exogenous, as in utility theory.

Using data from the 1972-1973 Survey of Consumer Expenditures I then consider the regression of 17 lifestyle items on the vector of social-structural variables. Effects of the socioeconomic variables are of primary interest. Net of the other variables, status and income are salient to lifestyle differentiation throughout the stratification system. Education is least salient, but like status and income, the effects of education vary across levels of the socioeconomic hierarchy. Income and status appear to be weakly substitutable.

Chapter eight is concerned with the effects of social structure on stylistic unity, it being a proximate cause of lifestyle, as well as the basis for perception and evaluation of an observed lifestyle. After estimating unrestricted maximum likelihood factor models with the same data, it is ascertained that stylistic unity exists. The results are then incorporated into a MIMIC model that simultaneously considers the structural sources and the form of stylistic unity. Net of the other variables, all three socioeconomic variables differentiate stylistic unity. The effects vary across levels of the socioeconomic hierarchy, and this is least true of the income effects. Income and status appear to be weakly substitutable, but the effects of education are often inverse to the effects of status. Evidence of status related conspicuous consumption is found.

In chapter nine I summarize the empirical results and speculate on the descriptive nature of stylistic unity, concluding that the dominant aspect of lifestyle is prestige oriented. Next, the limitations and liabilities of this work are discussed, and suggestions for further research are given.