The study revealed a segment of optimistic, creative and action-oriented consumers who believe that their families will be better off financially in the coming year. These "Recession-Proof Spenders" appear primed to open their wallets on gifts and entertaining this holiday season, despite lingering challenges in the general economy.
"Surprisingly, Recession-Proof Spenders range from the modest to the super affluent," said JB Brokaw, Executive Director of Market Development at Mindset Media.
"It's their personalities that make them different. Demographics miss this vital holiday target. The only way to reach Recession-Proof Spenders is with MindsetTargeting."
According to the study, four Mindsets distinguished Recession-Proof Spenders from the general population:
Optimism
Highly optimistic people, or Optimism 5s in Mindset Media parlance, see the glass as being half-full. They never fail to look on the bright side of things, no matter how bleak the current situation. People count on them to cheerfully look forward to what the future will bring.
Dynamism
Dynamism 5s (highly dynamic people) thrive on being where the action is. They see and do more in a typical day than many would dream of doing in a week, or even a month. They believe the only place to be is in the thick of it; never on the sidelines.
Creativity
Highly creative people (Creativity 5s) are both inventive and imaginative. Creativity 5s also tend to be emotionally sensitive and intellectually curious.
Leadership
Those who score high in Leadership (Leadership 5s) truly have the personality of a modern leader. They have ideas and vision, and their style with others is both inclusive and decisive.
"This is great news for online media planners," said Brokaw.
"Adding a MindsetTarget of Recession-Proof Spenders to any online plan will reach people wired to spend this holiday season."
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