Indicates the person or family exhibits at least one of the following characteristics: thinks that shopping is a great way to relax, willing to pay extra for products that are consistent with their images, not brand loyal and would easily switch to other brands for the sake of novelty or variety, or are among the first to try a new product or service.
The model is a 10-point likelihood scale ranging from 0 (least likely) to 9 (most likely), where higher numbers indicate greater likelihood.
See also:
- Behaviors - Data Guide