This paper is an attempt to review recent literature on traditional and contemporary life-styles in the light of the cultural differentiation of tastes and preferences. We start with the assumption that tastes are neither completely determined by economic status, as was implied by Marx, nor totally individualized. Tastes are determined in part by relative position in the markets for wealth and prestige, in part by individual choice informed by education and experience, and in part by voluntarily chosen, collectively held standards that determine life-styles. Life-style differentia­ tion takes place both inside and outside the markets for wealth and prestige and hence crosscuts them.l In this paper we discuss both c1assical life-styles generated by socioeconomic stratification and alternative life-styles generated as spontaneous attempts to reach consensus on standards of value in the absence of compelling traditional market constraints. Empirically, tastes are revealed in economic consumption patterns; political be­ liefs; and moral, ethical, and aesthetic standards. The collectively held standards that actually differentiate among life-styles vary from time to time and from place to place. In the past decade American society has witnessed a proliferation of alternative life-styles. Preferences for two-career families over one-career families, ethnic reidentification over assimilation, homosexual relationships over heterosex­ ual relationships, communal living over family living, and immediate gratification over deferred gratification, among many others, have been responsible for the emer­ gence of distinctive life"styles. Many ofthese may be of purely ethnographic interest, while others will probably have measurable effects on such economic and social indicators as energy consumption, purchase of housing and durable goods, fertility, saving and borrowing patterns, and marriage and divorce.