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Article: Are you this arrogant? Mindset Media found that Mac users are:.(News)(Survey)
- Article from:
- Advertising Age
- Article date:
- January 28, 2008
CopyrightCOPYRIGHT 2008 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Superior
This is where actor Justin Long's character shines. He effuses superiority over that poor PC guy-not unlike Mac users themselves, apparently. This group has a sense of self-importance and tends to consider themselves "extraordinary,'' said Sarah Welch, chief operating officer and co-founder of Mindset Media, adding that since this group is assured of its superiority, "I can see how [the guy in the commercial] isn't offensive to them.''
Open
Consumers who tested high in the open-personality category-known as "openness fives''-are 60% more likely to own a Mac vs. a PC. This group is also more likely to buy organic food on a regular ...