Word: cans
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Dates: during 2000-2009
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What can TRAITS explain that normal demographics don't? De Marchi: Let me use the flu shot for an example. You'd think that people who had gotten the flu a lot or had a bad flu experience would get the vaccine every year. They didn't. Experience alone had...
Jay Hamilton and Scott de Marchi have a lot in common. They are both professors at Duke University, they are roughly the same age, and they have the same number of children. And yet their consumption preferences are polar opposites. So the two professors developed a model to explain why...
How did you come up with the idea for the book? Hamilton: Well, Scott and I are friends. We look very similar to marketers. But if you go a little deeper, you find that we approach life very differently. Scott's never voted. I vote in every election, and I...
One of the examples you provide is that you can determine what alcoholic drinks people prefer on the basis of their TRAITS. Hamilton: Having already taken into account age, income and gender, we can ask you a bunch of questions like how frequently you exercise, how frequently you go to...
What can you tell about someone who drives a Prius? De Marchi: Prius drivers get a big kick out of their car's altruism, but they also smile because they've joined an ideological team. In a way, it is fundamentally irrational to buy a Prius. If you want to...