Maybe Demand Isn't So Pent Up

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As the economic downturn has persisted, marketers have comforted themselves with the thought that a lot of pent-up demand must be accumulating. But a survey issued this month by Deloitte and the Harrison Group gives reason to wonder whether this reservoir of demand actually exists.

From a marketer’s point of view, one of the poll’s findings is particularly alarming in this regard: 65 percent of respondents agreed with the statement, “Even though I am spending less on products now, it doesn’t feel like I’m sacrificing that much.”

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