When spending hurts
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Uploaded by INSEADofficial on Jan 30, 2012
You'd think that creating a more equitable distribution of wealth would curb the urge to spend on status symbols -- be they designer handbags or flat-screen TVs -- as the "have-nots" try to keep up with the Jones." But new marketing consumer research shows that the people will pay the price to stand out, even if they can't afford it.
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