• by Jack Loechner , Staff Writer @mp_research, February 18, 2002

Publicis Dialog, Publicis Groupe S.A., announced its latest survey to assess the changes in the American consumer's mood, outlook and preference for various types of media messages four months after the attacks of September 11th. The survey revealed that the greatest predictor of consumer spending is an individual's psychological profile. It shows that optimists will spend more than pessimists regardless of income level. ("Optimists" and "Pessimists" were identified by following a standard social science measurement called the Life Orientation Scale.)

In the case of spending more during the holidays in 2001 over 2000, twice as many respondents identified as optimists spent more on holiday gifts than did their counterparts deemed pessimists. "Significantly, income was not an indicator: the richest pessimist actually spent less than the poorest optimist" according to Maurice Levy, chairman and CEO of the Publicis Group.

And, Levy said that "this survey illustrates the marked contrast in mood and behavior among New Yorkers compared to the rest of the country. The particular sensitivities and needs of the New York audience should be taken into consideration when designing all New York-targeted communications."

Highlights of the findings:

- Among all respondents, 18.8% reported they spent more this holiday season than last; 34.4% spent less; 46.1% spent the same.

- 21% of optimists reported spending more this Holiday season. Only 10% of the consumers categorized as "pessimists" reported spending more this year.

- 45% of the optimists reported they plan to spend the same or more on a major purchase (over $5,000) within the next six months.

-Optimists have a much more positive outlook for the future (74.3%) than pessimist respondents (36.7%). Optimists are positive in their outlook for their family (89%), community (75%), our country (80%), and the economy (64.9%). Interestingly, some Optimists are coping by shopping(10%).

- Overall consumers continue to favor straightforward, practical and funny advertising messages. Patriotic messages were rated "not at all motivating" by 59% of the optimistic, compared to 36% of the pessimists.

"In the end, it is not just a matter of reaching high-income consumers, or offering significantly discounted deals. Now more than ever marketers need to be sensitive. Americans are watching and acting on their beliefs." Concludes Levy.