13
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13 |
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The Samuelsons represent a modern type of Swede, very unlike the dominant types a generation ago. They are particularly receptive to fresh
ways of looking at experience and its meanings. Their openness to new ideas can make for a volatile,
buoyant intellect. They prefer direct, immediate experiences and vivid involvement
in relationships with other people and/or nature. They value a rich inner life, and emotion and intuition are meaningful words for them. Experience-Seekers constitute a rather heterogeneous
group. Like the Reformers, they are often adherents of new social visions, but unlike the Reformers, their opinions are not based on the principle of social responsibility and do pot lead to activist advocacy. They tend to regard national politics as superficial and are more
inclined to become involved in local issues, particularly conservation. Their intellectual curiosity leads them to question existing norms.
As consumers the Experience-Seekers are difficult to influence through worn advertising or marketing approaches. They prefer to shop at the Coop.
As employees they much prefer to work with people than with machines.
As voters they prefer parties or action groups that can articulate issues of peace, environment, feminism. They are very much against nuclear energy. On balance, they have socialist leanings.
On a mass media stand they tend to pick Vi föräldrar and Vi.
In terms of demography they are
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 | well educated |
| female |
| big cities |
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