Gadget Buyers Seen as Arrogant and Assertive, Study Finds
by Will Safer, posted Jun 19th 2008 at 3:15PM
Assertive. A strong leader. Possibly arrogant.
Who do these traits typify? A presidential candidate? Captain of industry?
Not quite. According to a recent study conducted by Nielsen Online and Mindset Media, these are the typical character traits of many a gadget lover and early adopter. They are an assertive bunch, they show leadership traits and dynamism but interestingly enough these folks are low on modesty.
Sound like anyone you know?
The study surveyed 25,000 American adults and analyzed 20 personality traits or "mindsets" including openness, creativity, self esteem and spontaneity.
Those who scored high in leadership were 68 percent more likely to have purchased three or more computers in the past two years, the study found. And those who scored high in assertiveness were 62 percent more likely to purchase a new cell phone when the newest model arrived on the market.
The study also determined that tech consumers may be seen as conceited or arrogant by others, and that they pursue luxury brands as a sign of status. This jibes pretty well with the assessment that Apple fans tend to feel superior to others and could use a little modesty. (Or maybe they really are better people?) [Source: Reuters]
