Imagine walking down an aisle at Target or Walmart looking for a new coffee maker, but there is just one option. Shelf after shelf of a single brand’s coffee maker. You don’t like it? Too bad. Or, imagine a time before big-box retailers, when you might have to order a coffee maker via a catalog and wait weeks for its delivery. We live in an era of overwhelming choice that is entirely unique from a historical perspective. And, though we all grew up in this paradigm and now take it for granted, consumer choice has origins in one dynamic decade. Join us as we explore the world of consumer culture.