Word: goings
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Dates: during 2000-2009
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...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 have my kids come with me to hand out literature at the polls. He doesn't like team sports, whereas I'm a baseball coach. We wanted to explore people's decision-making styles. We came up with a model that can predict things that normal demographics can't - whether...
...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 the dentist each year, whether you consider the resale value of your car when you make a purchase - things that deal with the future. [Placing a high value on the future is] associated with driving a hybrid car and drinking red wine. Folks high on the me-Too factor drink whatever people around...
What can't TRAITS explain? Hamilton: We could predict whether you'd go for healthy food or fast food, but we can't predict chocolate or vanilla. We can tell if you'd support a third-party, independent or major-party candidate, but we don't do a good job predicting who is a Democrat vs. a Republican...
...What about the person who says, "My in-laws would go insane if I didn't get them gifts"? Yes, that's the problem. So what do you do? There are a few possible answers. One answer is gift certificates or gift cards. Another solution that we see increasingly and that I advocate is giving gifts to charity. If you look at data, as people get richer, they give a higher fraction of their income to charity. So if you think that luxuries in that sense are things people would like to do, if only they had more money, then...
...prospective foreign buyers were asked not to hazard the journey. But cancellation was never an option. "When was the last time something wrong was not happening in this country?" Deepak Perwani, the longtime enfant terrible of Pakistani fashion, says with gruff insouciance. "I mean, really. Life has to go...