Mind the Gap: The Value of Measuring Differences Between Consumers' Real and Ideal Selves

This 2008 study uses Yankelovich data to portray two U.S. consumer segments: attainers, and aspirants.
It outlines behavioural and attitudinal data for both groups in four areas: saving money, keeping fit, maintaining a clean home and having fun. The report describes the different attitudes to brands and marketing messages shown by attainers and aspirants, and recommends appropriate marketing strategies. Advice includes communicating to aspirants’ sense of untapped potential, and marketing products for attainers as suitable for sophisticated users....

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