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Innovators
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Actively work as a volunteer Take vitamin supplements Access the Internet at home, make purchases on-line, and track investments on-line Buy 15 or more books a year Own the latest and greatest cell phone with all the features Easily spend over a $1,000 on clothing each year Attend dance performances, live theatre, and museums
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Listen to folk music, jazz, and classical radio stations Interested in history and biography genres
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Thinkers
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Actively work as a volunteer Take vitamin supplements Ask physicians about advertised prescriptions Access the Internet at home, make purchases on-line, and track investments on-line Buy 15 or more books a year Not savvy cell phone users Spend over just a $1,000 on clothing each year Attend live theatre and museums
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Listen to light classical, classical and easy listening radio stations Interested in both history, fictional stories/novels, and personal/business self-help
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Believers
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Take some vitamin supplements (e.g., Gingko biloba) Do not regularly access the Internet at home Ask physicians about advertised prescriptions Trying to quit smoking Do not many buy books Not savvy cell phone users Do not spend more than $1,000 on clothing each year
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Listen to gospel, easy listening, and faith/inspiration radio stations Interested in romance, religion, and cooking genres
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Achievers
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Listen to contemporary Christian, business/professional and soft rock radio stations Interested in children's books Interested in programming, personal/business self-help information Interested in adventure/role playing genres
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Take some vitamin supplements Make purchases, track investments, and play games online Do not ask physicians about advertised prescriptions Heavy users of fast food/drive through restaurants Rent a lot of DVDs; sometimes buy books Own the latest and greatest cell phone with all the features Spend more than $1,000 on clothing each year
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Makers
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Trying to quit smoking Do not make purchases on-line Sometimes ask physicians about advertised prescriptions Sometimes uses fast food/drive through restaurants Do not buy many books or rent DVDs Not savvy cell phone users Most spend less than $1,000 on clothing each year Attend auto shows and country music performances Interested in collections (e.g., electric trains, figurines, and sports trading cards, stamps, and coins)
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