Know Thy Inner Gazillionaire…

July 2006
Journal of Financial Planning;Jul2006, Vol. 19 Issue 7, p12
Academic Journal
The article states that the affluent can be identified by five basic archteypes, according to a study by JPMorgan Asset Management. Anthropologist Larry Samuel of the marketing research firm, Cultural Planning, hired the asset management company for the study. The five types include: Willionaires who inherited money, favor philanthropy, and want to leave a legacy; Realionaires who spend money for value; Coolionaires who like to spend money on art; and Thrillionaires who are conspicuously wealthy.


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