Question: Examine the DDB data in Tables 1B through 7B. What characterizes someone who wants to look a little different from others? Which factors contribute most?

Examine the DDB data in Tables 1B through 7B.

What characterizes someone who wants to look a little different from others? Which factors contribute most? Which of McGuire’s motives does this most relate to and what are the marketing implications of your findings?

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