White paper | Economic Series 2: Consumer confidence and financial well-being

Two of the more powerful attitudinal factors in driving consumer behavior -- especially during tough economic times - are consumers' evaluation of their financial situation and their confidence in the health of the American economy. These two attitudes can have an important effect on consumer spending patterns and behaviors.

Consumers' opinions of their past, recent and short-term future financial well-being are reasonably good measures of their percpetion of their financial situation. In particular, the percentage of people who believe their economic fortunes have improved in the last 12 months gives the marketer an idea of the pool of the most potential valuable consumers.

To download this complimentary white paper, please complete and submit the brief form below. Also, the complete The effects of an economic downturn on consumer attitudes and behaviors Series 1 is available for download.

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