Fun/Duty Now, for the Future

Ebenkamp, Becky
January 2004
Brandweek;1/5/2004, Vol. 45 Issue 1, p16
Trade Publication
Reports on a segment of consumers in the U.S. who are equally influenced by duty and fun when shopping during an economic crisis. Description of duty and fun consumers; Views of such consumers on shopping; Implications for marketers.


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