Today I saw a study on "The New Affluents" and how they will be behave differently from previous generations of people with more dollars than sense. According to this study, affluent Americans are now into self-expression, not status. They will not buy anything to impress others because conspicuous consumption is out. Brand choices will be guided by perceptions of quality and authenticity. Sure. If that's true we'd all be driving a Honda. I cannot remember the last time I heard somebody admit in research that they are shallow and driven by what the Jones' think. Seriously, did the researcher expect that in the midst of the Great Recession respondents would agree that conspicuous consumption is a personal priority? I am wary of research that predicts that consumers will respond differently during this recovery than we did following previous recessions. As I posted at the onset of this recession , the narrative of the "new normal" (i.e., grou
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