Are you a Scrimper, Abstainer or Vulture?

Tom Barlow

I'm a sucker for demographic studies that parse people into categories based on their behavior. A new study by ad agency M&C Saatchi's London chief strategy officer Richard Storey breaks down our shopping behavior during the recession into nine classes. Where do you fit?

Crash dieters (26% of us) have responded to the collapse like a portly matron approaching her 25th class reunion, trying to counter 20 years of wretched excess with six months of brutal self-discipline. Just how much longer will we be able to stay away from the cheesecake?

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