10
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10 |
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The Eriksons are the striving Swedes. They want a suburban house and may move to another town for a better job. But they do not necessarily dress up or trade up to a better car like their counterparts in many other countries. The Status-Seeker readily picks up cues from his surroundings and is able to tune in various sides of his personality in order to blend with the group he happens to be in at the any particular time. The people he most of all likes to associate with belong to a group that he admires and aspires to. In
his youth, the objects of his admiration may vary, but with age the repertoire of rolls he plays narrows down and his role models tend to represent the upper rungs of his, social horizon. Status-Seekers are aware of trends and is quite
materialistic.
As a voter he tends to vote in accordance with the preference of the group to which he aspires. This is usually a Non-Socialist Party, often the Conservatives.
As a consumer his purchases are usually guided by what he considers to be appropriate for the role he aspires to and hopefully identifies with at the time.
As an employee the Status-Seeker is competitive and best on a career.
Among mass media, they pick Teknik för alla or Playboy-type magazines, if males, and Allt om Mat, if females.
In terms of demography they are mostly -
 | middle-class or lower middle-class |
| young |
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