Cynical Americans
According to DDB Needham's annual Life Style study, a slim majority of Americans believe that an honest man can get elected to high office. The study shows that 54% of approximately 4,000 people who responded agree that an honest man can get elected to high office, while 46% are less optimistic. These results are consistent with the pattern observed since 1975, according to Martin Horn, associate director of Marketing Decision Systems at DDB Needham Chicago.
Horn also said that in presidential election years, the number of Americans optimistic about the chances for electing an honest man rises. “However,” he said, “the number of optimists falls sharply almost immediately following the election.”
The study also indicates that politically cynical Americans are consistent in their pessimism. Those who don't believe an honest man can get elected to high office are also more likely to believe that: prices will go up in the next five years, most big companies are just out for themselves, and children cannot get a good education in schools today.
While these people are basically happy, they tend to exhibit more dissatisfaction with their lives. Compared to their less cynical counterparts, they are more apt to dread the future, long for the good old days, and feel the pressures and demands of day-to-day living.
And, finally, although political cynics may have strong opinions, they are more likely to believe that their opinions don't count very much.
Lottery winnings
As part of a nationwide research study on consumer lifestyles, attitudes and behavior, R.H. Bruskin Associates asked over 2,000 Americans what they would do if they won a million dollar lottery.
80% declare that they would give some of the winnings to charity, a response that ranks first among every demographic group. Nearly two-thirds (65%), would take a long, long vacation.
Another large proportion, 63% would move to a different house. Young people give this answer more frequently than older people. More often than among other groups, again, the answer is given by non-whites, by blue collar workers, and by Westerners.
Many Americans, 58%, would invest in stocks and bonds. The percentage goes up among better educated and higher income people, who are presumably more familiar with investments. But 30% of the people would put all the money in a bank. This answer is given most frequently by lower income and less educated people.
Two-fifths of the people, 41%, say they would buy an expensive car. Young people-aged up to 35-give this answer more frequently than older Americans. A third of the people, 35%, would quit their jobs. Another third, 34%, say they would become entrepreneurs and go into business for themselves.
Snack time choices
In a recent TeleNation survey, 99.7% of the respondents said they consumed some type of snack food during the previous month. Fresh fruit and vegetables topped the list, followed by a variety of sweet and salty snack foods. Mentions of chips, ice cream, and candy (97%, 91%, and 85% respectively) were significantly higher for 18-24 year-olds than for any other age group. However, fresh fruit, cookies, cake, pie, and nuts were popular among all age groups.
Females mentioned crackers, popcorn, and items not in the top ten (granola bars, frozen yogurt, and frozen treats/novelties) more often than males. Males mentioned snack cakes and pies, chips, and nuts more often than females.
The study also uncovered regional differences for some snack choices. The West scored highest for mentions of granola bars, frozen yogurt, and sunflower/pumpkin seeds; the West and South for corn chips; and the Northeast and Midwest for pretzels.