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International Journal of Comparative Sociology, Vol. 27, No. 3-4, 234-241 (1986)
DOI: 10.1177/002071528602700309
© 1986 SAGE Publications

Who are the "Yuppies"? A Popular View

Jerry Savells

Wright State University, Dayton, U.S.A.

Yuppies (Young Urban Professionals) are the "darlings" of the media and the marketeers in the 1980's. From a sociological perspective, they are a minority—but as trendsetters and risk-takers, with more political clout, education, and affluence—they may be considered the aspiring "New Elites" for this generation. This article suggests a "Lifestyle Profile" of the YUPPIES identifying their more interesting (and potentially significant) social and behavioral attributes.


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