"If you were to make assumptions about hybrid and electric vehicle owners--and we're sure many do, for good or bad--how do you see them? Perhaps technology-savvy, of reasonable income and a little older and wiser ..."
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consumer psychology
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Real-life consumer psychology – with a touch of technology
Curated by
Leona Ungerer
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"The ideal consumer is a myth. Our new report examines the characteristics of people who make the best shopping decisions. Do older people make better choices?..."
Leona Ungerer's insight:
Includes a link to a report on consumer literacy (UK). 
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"In simplified terms, electric car buyers are a little younger and a little wealthier than their hybrid-buying counterparts."