Wealthy attitude wins over healthy wallet

Rodkin, Dennis
July 1990
Advertising Age;7/9/1990, Vol. 61 Issue 28, pS-4
Trade Publication
The article categorizes mother and wife Donna Low as one of the amorphous group of consumers. This consumer group is often described as people who shops wisely. Attitudinally, affluent consumers illustrate advertisers' growing belief that affluence may be more a function of attitude or behavior than of income level. Marketing experts say that affluent consumers do not buy lavish, showy goods to parade their wealth.


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