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If consumers spend freely enough this holiday season to ward off a serious recession, we ought to erect a statue of the Hero Shopper to commemorate their action. So far, the auguries are mildly gloomy. (All bets are off, of course, if further terrorism chases people out of the malls.) As indicated in the chart below, a survey conducted for Adweek by Alden & Associates Marketing Research of Hermosa Beach, Calif., found austerity much more common than lavishness in consumers’ spending intentions.
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