MediaPost Publications Post-Recession: Enjoyment Drives Behavior 11/23/2009

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Post-Recession: Enjoyment Drives Behavior
by Sarah Mahoney, Yesterday, 1:02 PM
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As the economy lurches toward recovery, consumers are emerging with vastly different feelings about the last 14 months -- and very few of those are rooted in demographics.

At least that's the conclusion of a new study on cost-cutting behaviors by Decitica Marketing Strategy & Research, which looked at how more than 1,000 adults tried to save money in the last year, and how they felt about it.

"What we've found is that basic demographics -- how much money someone earns, age, gender, where they live -- don't fully explain the change in behavior, either in the types of cost-cutting they pursued, or how they felt about it," Val Srinivas, principal and founder of the Chatham, N.J.-based firm, tells Marketing ...

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