1 Go to museums +246 %
2 Buy novels +178 %
3 Shop at Macy's +148 %
4 Agree that magazines put them in a good mood +112 %
5 Cook for fun +102 %
6 Regularly eat organic foods + 91 %
7 Consider themselves sophisticated + 62 %
8 Buy environmentally friendly/green products + 60 %
9 Say that the Internet keeps them up-to-date with the latest styles and trends + 58 %
10 Report that people often ask their advice when it comes to vacation travel + 50 %
Source: GfK MRI Survey of the American Consumer, Fall 2009
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Interesting stuff - but if this is MRI research, wouldn't you be referring to Virgin America (and not Virgin Atlantic) customers? And the link to the MRI source is broken.