Cia Ii

Table 1
Table 1 HOUSEHOLDS
% Total
Sample
Number in Sample
HEAVY USER
(25+ times in last year)b
Food delivered to home
Made pancakes
Purchased from mail catalog
Used a "price-off" coupon at grocery store
Attended a lecture
Went to movies
Took photographs
Used the Internet
Cooked outdoors
Jogged
Visited health club
Rented a video
Car trip over 100 miles
Attended church
HEAVY USER
(personal use several times a week or more)c
Pain relievers
Shower gel
Dandruff Shampoo
Lipstick (females)
Pre-sweetened cereal
Cigarettes
OWNERSHIPd
Personal computer
Camcorder
Microwave oven
Common stock
A handgun
Cellular phone
35mm Camera
FAVORITE TELEVISION SHOWS
(personal preference not family)e
E.R.
X-Files
Seinfeld
Fraiser
Saturday Night Live
David Lettermen
Household Size
Marital Statusa
Children at Home
1
2
3-5 6+
1
2
3
4
5
0
1-2 3-4 5+
550 1377 1626 162 2595 259
46 345 444 1925 1435 333 30
0 to 5
471
Oldest Child at Home

6 to 11
12 to 17
371
438
18+
500
6.5 2.4 4.8 9.2 8.1 7.0 2.0 0.0 6.0

7.5 2.0 5.9 9.5 19.3 8.8 4.0 10.9 5.6
3.2 3.8 3.7 2.4 3.9 2.8 4.1 6.7 3.3
41.2 38.3 45.1 39.5 36.0 41.9 45.3 43.5 44.4
2.6 3.1 2.9 2.2 1.9 2.2 1.2 0.0 2.9
3.4 4.0 4.3 2.5 3.1 2.9 3.1 4.3 4.1
17.7 13.1 15.8 20.5 20.4 19.3 11.6 8.7 12.3
5.5 6.1 5.6 5.7 1.9 5.7 0.4 0.0 3.2
18.9 7.9 17.0 23.6 25.3 22.8 5.1 13.3 10.5
3.8 4.1 3.3 4.1 4.9 4.0 2.0 4.3 3.5
5.7 5.5 5.3 5.7 8.7 5.7 1.6 11.1 3.8
14.0 7.0 10.7 18.8 20.0 15.4 3.2 8.7 8.2
4.4 4.4 5.2 4.0 1.9 4.3 3.1 4.3 5.0
39.1 40.2 37.0 38.7 46.3 41.5 52.0 31.1 26.7
7.6
3.4
4.2
31.7
5.9
6.4
16.9
10.8
11.2
4.5
8.6
17.9
5.0
27.2
4.3
4.8
3.9
42.8
2.9
4.2
15.2
6.1
14.4
3.8
5.5
9.7
5.0
37.5
8.2
9.0
2.5
39.6
2.5
2.6
20.1
5.5
23.0
3.2
5.8
18.3
4.1
38.7
12.2
14.3
2.8
38.1
0.9
3.0
21.8
3.3
27.5
6.1
6.7
20.1
2.7
47.1
6.7
36.7
0.0
40.0
3.3
3.3
20.0
0.0
26.7
3.3
0.0
26.7
0.0
63.3
10.5
12.0
2.9
38.7
2.3
2.0
29.5
5.9
25.7
4.3
6.8
21.6
2.6
37.5
11.4
12.3
2.5
40.5
2.1
3.0
15.7
6.3
25.7
4.8
8.1
22.5
4.5
42.0
7.7
8.8
2.1
35.1
2.6
3.3
12.3
4.0
23.1
2.3
5.0
16.6
5.6
46.0
3.8
5.9
1.9
43.4
1.9
3.4
9.1
2.5
18.2
2.8
1.9
10.6
4.7
42.2
10.8
10.7
3.5
38.0
3.4
1.3
35.0
8.2
23.3
3.8
7.5
21.4
2.8
33.8
10.0
12.5
1.7
38.5
2.2
2.4
19.2
4.6
26.4
5.4
6.8
21.0
2.7
38.9
11.1
11.1
2.2
38.2
1.8
3.9
16.7
4.9
27.6
3.5
5.7
21.7
5.5
44.4
4.5
8.0
2.5
42.0
1.6
3.0
10.1
2.4
19.4
2.8
3.6
12.6
4.3
45.2
31.8
23.4
13.5
64.3
8.3
21.3
32.8
22.2
9.4
67.3
5.3
19.3
36.5
20.8
13.7
69.1
5.1
20.3
27.6
25.3
14.1
60.5
11.2
22.5
29.5
30.2
21.1
50.6
16.9
25.0
31.7
22.9
15.0
64.8
7.9
19.9
47.1
25.8
4.4
71.4
4.7
17.0
17.8
35.6
2.2
61.1
10.9
46.7
36.6
26.8
11.7
68.2
6.4
29.7
21.1
21.9
13.6
48.9
14.1
22.7
35.2
21.3
12.7
68.4
5.1
20.7
28.9
26.5
14.1
61.1
10.9
21.7
25.1
22.0
16.4
57.1
15.1
23.0
31.0
27.6
20.0
37.5
20.7
23.3
23.3
27.6
15.4
52.7
15.9
20.6
28.6
25.6
16.3
55.0
11.4
24.9
29.0
22.8
15.2
63.4
8.2
19.1
39.4
23.0
10.9
78.1
6.3
25.7
17.8
29.3
14.6
54.8
14.3
17.6
27.0
23.7
15.6
48.7
16.4
25.1
31.3
24.2
15.8
57.9
10.5
20.6
36.1
24.6
13.2
73.5
7.7
25.4
45.7
33.5
93.6
33.8
29.7
29.1
79.1
23.5
7.9
87.5
29.3
21.8
16.6
63.9
43.3
24.7
94.5
40.1
33.4
29.3
79.2
55.2
48.0
95.3
31.8
29.6
33.7
84.0
51.4
48.6
89.6
14.1
25.3
26.8
82.1
52.1
41.1
96.4
35.9
32.2
31.9
84.5
14.9
10.2
90.5
33.3
25.1
14.5
54.8
42.5
22.2
84.8
21.7
23.9
23.9
71.7
38.8
16.9
92.7
29.1
27.1
25.3
70.0
34.1
14.9
80.2
24.8
18.6
24.8
69.7
37.6
20.5
92.2
36.2
30.6
26.3
74.5
53.6
46.2
95.5
32.2
28.9
32.7
83.9
57.2
51.4
94.2
28.1
28.2
31.5
83.9
73.1
53.8
85.7
11.1
17.2
11.1
82.1
50.1
55.9
94.3
24.8
27.2
29.8
87.2
61.5
47.3
91.8
34.5
28.3
31.9
83.4
68.2
44.1
98.3
33.9
33.0
35.6
81.6
46.2
28.6
97.5
40.9
28.8
34.2
78.5
50.0
57.7
95.1
26.9
27.9
31.2
88.4
54.0
51.5
92.8
28.4
30.3
29.2
84.0
63.6
47.8
94.7
33.0
30.1
33.3
84.8
51.5
33.7
97.1
35.4
27.0
33.5
79.0
39.9
20.8
32.2
26.9
9.4
15.1
35.9
20.0
23.6
28.8
7.5
13.2
33.9
18.2
29.5
27.8
7.0
13.6
45.9
23.0
37.7
26.2
11.4
16.8
46.6
25.5
29.8
21.1
16.8
17.4
39.9
20.1
33.0
26.7
9.3
15.0
37.3
11.4
17.3
25.5
4.7
9.8
45.7
32.6
37.0
26.1
15.2
15.2
37.4
22.2
31.6
33.0
8.8
14.6
43.5
27.9
36.5
25.5
13.1
18.2
34.2
19.4
27.6
27.5
7.5
13.9
47.1
22.6
37.8
26.9
11.0
16.6
41.4
22.4
36.3
24.2
13.0
16.6
56.7
30.0
26.7
16.7
13.3
10.0
50.7
26.0
46.2
28.7
13.7
19.3
41.9
21.3
30.8
20.4
12.3
15.3
43.9
22.0
27.9
24.6
9.8
13.4
42.1
16.7
29.7
27.9
6.5
13.6
50.0
26.8
50.4
32.1
13.6
19.6
46.5
22.2
39.7
22.7
11.1
17.3
44.4
24.5
32.7
23.3
12.4
15.6
44.4
17.7
26.7
25.9
8.8
13.9
coded as: 1 = married; 2 = widowed; 3 = separated; 4 = divorced; 5 = single (never married)

Cell values are the percent of respondents to the question who answered 25 or more: codes 6 and 7
c
Cell values are the percent of respondents to the question who answered a few times a week or more: codes 5, 6, and 7)
d
Cell values are the percent of respondents to the question who indicated ownership: codes 1 and 2
e
Cell values are the percent of respondents to the question who indicated that they watch the show for personal pleasure: code 1
a
Youngest Child at Home

0 to 5
6 to 11
12 to 17
18+
815
335
305
325
Table 1A
Table 1A
HOUSEHOLDS
% Total
Sample
Number in Sample
ATTITUDES/INTERESTS/OPINIONSb
I am uncomfortable when the house is not completely clean
I love to eat different food with interesting flavors
I usually check ingredient labels when buying food
I am confused by all the nutrition information that is available today
I like to cook
I have trouble getting sleep
I work very hard most of the time
I have a lot of spare time
When I have a favorite brand I buy it - no matter what else is on sale
I always check prices even on small items
I'm willing to pay more to shop at stores where I get better service
I am usually among the first to try new products
I make a special effort to buy from companies that support charitable causes
Our family is too heavily in debt
Most big companies are just out for themselves
A drink or two at the end of the day is a perfect way to unwind
Americans should always try to buy American products
I make a strong effort to recycle everything I can
Everything is changing too fast today
My greatest achievements are still ahead of me
Dressing well is an important part of my life
The car I drive is a reflection of who I am
I seek out new experiences that are a little frightening or unconventional
I like the feeling of speed
Children are the most important thing in a marriage
A woman's place is in the home
I think the women's liberation movement is a good thing
Television is my primary form of entertainment
I refuse to buy a brand whose advertising I dislike
TV commercials place too much emphasis on sex
I like to be among the first to see a new movie
PERSONALITY
(terms that would definitely describe me;
5 or 6 on a 6-point scale)c
Interesting
Winner
Self-confident
Sexy
Life-of-the-party
Tense
Patient
Household Size
Marital Statusa
Children at Home
1
2
3-5 6+
1
2
3
4
5
0
1-2 3-4 5+
550 1377 1626 162 2595 259 46 345 444 1925 1435 333 30
b
c
0 to 5
471
Oldest Child at Home

6 to 11
12 to 17
371
438
18+
500
33.2
50.9
34.0
20.7
49.4
19.9
67.7
19.2
40.0
55.7
46.1
13.9
19.7
24.7
49.0
15.8
57.2
45.2
33.6
42.6
32.6
25.2
10.4
22.4
33.9
13.8
31.4
32.7
29.8
56.8
6.2
28.1
51.8
43.0
23.3
50.5
24.6
55.6
32.4
39.5
55.8
45.4
13.5
23.2
19.9
50.1
17.6
58.1
52.0
36.0
38.4
39.2
29.3
11.6
20.8
31.9
13.7
36.9
33.3
34.2
58.0
7.3
30.0
52.5
38.2
22.7
49.0
19.4
62.0
24.1
40.7
54.5
48.5
13.5
19.5
19.1
48.5
17.9
57.3
47.4
30.8
33.3
33.0
27.0
10.0
21.4
29.1
13.4
31.9
31.3
32.5
58.8
4.9
36.0
49.0
28.3
18.6
48.8
18.7
75.8
11.0
39.8
55.7
45.5
13.8
18.9
29.3
48.8
13.8
56.7
41.9
34.0
50.6
29.6
22.9
10.6
23.9
37.4
13.2
29.5
33.5
26.1
54.6
6.4
46.6
53.4
26.1
16.5
54.4
20.5
76.4
13.1
42.0
65.4
37.0
19.3
16.3
42.7
52.8
12.4
56.5
35.6
42.9
55.6
32.3
20.1
8.1
22.2
43.5
22.8
28.0
32.7
28.8
56.5
10.7
33.1
49.2
30.8
20.0
47.4
18.2
70.0
15.9
39.8
54.2
46.8
12.7
18.6
24.2
48.9
14.7
57.0
44.1
32.4
40.8
29.7
24.5
9.1
22.0
34.6
14.3
28.3
32.8
28.5
58.1
5.4
30.7
53.7
48.0
31.6
53.5
32.7
37.9
43.0
35.0
60.5
46.1
14.5
23.6
14.7
41.6
16.4
67.1
62.5
49.6
18.1
40.9
24.8
8.2
14.1
43.1
17.1
33.1
35.3
38.2
72.7
5.5
41.3
67.4
43.5
21.7
47.8
30.4
76.1
15.2
26.1
56.5
52.2
13.3
15.2
53.3
52.2
17.4
67.4
34.8
39.1
60.4
43.5
23.9
15.2
24.4
23.9
4.3
41.3
30.4
37.0
47.8
8.7
37.0
56.9
41.2
19.0
51.7
21.4
67.1
21.5
47.5
60.3
41.3
15.3
22.9
29.5
51.2
17.8
57.9
48.4
34.6
40.9
40.2
28.0
12.6
19.6
32.9
12.3
35.2
34.7
37.4
52.3
7.0
30.9
52.8
38.1
19.8
56.9
21.0
70.7
22.9
40.3
58.1
44.2
19.1
22.7
27.8
52.7
20.0
51.4
39.9
29.3
67.6
36.0
27.6
17.4
31.7
25.3
9.7
45.0
29.5
25.9
42.9
10.2
29.1
51.9
39.2
23.0
49.0
20.7
60.5
26.4
39.4
54.7
47.4
14.3
20.7
19.7
49.2
17.9
56.8
48.3
32.8
36.3
34.4
28.0
10.6
21.5
29.6
13.3
33.2
32.6
33.0
58.2
5.9
36.0
48.7
29.4
18.7
50.1
19.4
73.9
11.8
41.4
56.6
44.5
13.1
19.3
26.2
48.4
13.7
57.4
42.1
34.3
47.7
30.3
23.1
10.2
23.1
36.9
13.1
30.0
32.7
25.9
54.3
6.5
40.9
52.3
23.9
16.4
47.9
17.3
80.6
10.0
39.0
56.2
45.9
16.1
16.4
33.8
49.5
13.4
58.0
39.8
35.5
55.8
29.5
19.6
10.3
24.1
45.3
19.0
28.0
34.8
27.3
58.8
6.0
60.0
63.3
36.7
13.3
63.3
20.0
86.7
3.3
23.3
66.7
30.0
6.7
20.0
46.7
53.3
13.3
63.3
46.7
33.3
60.0
40.0
13.8
6.7
26.7
43.3
23.3
20.0
33.3
30.0
60.0
10.0
40.8
51.4
23.3
16.3
50.7
17.8
77.3
7.5
40.2
55.4
45.2
14.4
17.7
35.3
47.7
14.0
53.8
38.2
32.2
60.8
30.7
22.8
11.8
28.2
42.1
13.7
32.1
34.8
22.9
49.3
6.7
38.1
47.1
31.0
16.0
45.1
15.1
80.7
9.3
39.7
61.4
41.6
13.9
21.1
29.7
51.5
13.6
56.5
42.2
34.2
48.6
26.5
19.8
11.5
24.2
37.4
11.7
26.0
28.1
25.4
63.4
6.0
31.0
48.5
31.8
20.1
52.5
18.9
75.0
10.6
37.8
54.8
41.4
8.7
15.9
29.4
49.2
11.2
57.9
43.2
34.9
40.1
26.8
19.6
7.3
17.6
32.9
16.3
25.6
33.0
34.1
61.3
7.6
33.9
50.5
37.0
22.3
51.5
26.1
65.7
23.5
45.3
58.8
47.5
15.8
21.7
20.2
47.0
15.2
67.7
48.6
39.6
31.4
35.9
26.2
7.8
16.5
36.6
16.3
30.1
33.9
28.1
55.6
5.0
41.5
50.0
23.5
15.0
50.2
18.8
75.0
6.0
42.3
56.4
44.8
12.6
17.6
35.3
47.0
13.5
51.4
37.0
29.3
61.2
29.8
21.6
13.1
30.5
38.0
12.3
31.5
33.3
22.6
46.1
6.4
34.9
53.8
26.2
14.5
46.6
13.6
79.4
9.5
37.5
57.3
42.0
16.5
20.9
33.7
49.3
14.1
54.9
41.5
31.5
57.2
27.6
23.6
11.7
26.6
45.4
10.9
30.6
33.4
21.1
53.4
6.5
38.5
45.1
28.7
18.9
51.4
18.0
79.4
6.4
37.5
57.0
41.3
11.6
16.4
29.1
50.2
10.6
56.5
39.7
35.3
47.7
29.6
19.4
10.0
20.6
33.3
15.6
26.2
31.1
31.9
64.5
6.4
34.3
51.2
35.4
22.5
51.5
24.0
69.4
21.8
44.3
57.4
48.1
13.9
20.4
24.8
47.9
16.1
66.3
48.0
40.5
34.7
33.1
23.8
6.7
17.2
38.8
17.3
29.5
34.3
28.5
56.8
6.2
41.5
33.6
52.5
16.6
11.0
17.7
42.8
42.0
30.4
49.2
15.1
9.1
16.7
48.4
40.6
33.3
54.4
14.0
10.5
16.9
43.8
41.5
34.7
52.4
18.9
12.1
18.9
40.0
46.0
33.8
46.9
20.5
11.8
16.1
43.5
39.5
34.0
53.6
16.2
11.1
17.4
40.4
30.5
21.3
45.6
8.8
5.6
15.1
54.6
50.0
21.7
43.5
28.3
10.9
21.7
47.8
49.9
35.7
50.7
20.9
10.7
13.9
47.1
51.9
36.4
53.3
19.0
13.5
22.4
46.1
41.1
33.1
53.0
14.2
10.8
17.1
44.8
41.2
34.0
51.7
17.9
11.1
18.7
40.0
43.9
33.2
51.2
22.9
11.7
16.9
42.3
43.3
50.0
55.2
20.0
20.0
20.0
56.7
43.1
34.7
52.6
21.3
13.3
20.0
38.9
42.2
36.1
51.5
20.4
9.0
16.8
37.5
38.4
32.1
46.5
15.0
11.9
17.6
41.2
41.3
33.3
54.2
15.3
8.5
17.2
48.6
42.9
35.5
54.1
20.3
14.6
20.9
38.5
43.5
34.2
54.6
22.8
10.9
18.3
36.4
41.2
33.2
45.5
17.8
10.5
18.2
40.2
40.0
34.1
52.5
15.9
9.3
16.4
46.8
coded as: 1 = married; 2 = widowed; 3 = separated; 4 = divorced; 5 = single (never married)

Cell values are the percent of respondents to the question who generally or definitely agreed with the statement: codes 5 and 6
Cell values are the percent of respondents to the question who indicated that the term would definitely describe them: codes 5 and 6
Youngest Child at Home

0 to 5
6 to 11
12 to 17
18+
815
335
305
325
Table 1A
Table 2
Table 2
FEMALE EMPLOYMENT STATUS AND MOTIVATION
Number in Sample
HEAVY USER
Made pancakes
Attended a lecture
Went to movies
Took photographs
Used the Internet
Cooked outdoors
Jogged
Visited health club
Rented a video
Attended church
HEAVY USER
Pain relievers
Shower gel
Dandruff Shampoo
Lipstick (females)
Cigarettes
OWNERSHIPd
Personal computer
Camcorder
Microwave oven
Common stock
A handgun
Cellular phone
35mm Camera
E.R.
X-Files
Seinfeld
Fraiser
Saturday Night Live
David Lettermen
Female Respondents
Male Respondents
% Total Female's Work Level and Reasona
Female's Work Level and Reasona
Sample
1
2
3
4
5
6
1
2
3
4
5
6
408 138 215 231 202
694 287 127 157 156 117 372
6.5
7.5
3.2
41.2
2.6
3.4
17.7
5.5
18.9
3.8
5.7
14.0
4.4
39.1
3.8
9.6
3.3
56.0
1.0
1.5
20.4
2.0
15.0
1.2
2.7
9.6
3.5
51.9
5.8
13.9
3.0
58.4
0.0
0.7
32.8
2.2
18.8
1.4
5.1
19.1
0.0
39.9
3.8
8.5
6.2
10.6
2.8
2.8
24.5
2.8
20.0
2.8
8.4
11.7
5.1
46.0
9.0
15.0
4.0
54.4
5.7
3.5
24.9
4.8
15.4
1.7
3.5
18.1
3.5
42.3
9.0
7.4
5.3
55.2
4.0
5.5
18.5
9.0
20.0
5.9
9.0
16.4
2.0
37.7
7.7
8.9
3.2
48.9
1.9
3.6
20.3
4.5
18.5
2.2
5.5
15.3
3.2
37.9
3.9
4.2
1.4
30.6
2.1
3.5
11.7
3.5
16.4
4.5
3.5
9.1
7.0
48.3
9.6
9.7
2.4
18.3
1.6
0.8
15.2
7.9
29.9
8.7
4.7
22.4
3.9
28.3
7.1
7.1
1.3
20.5
1.9
3.8
14.7
8.4
21.8
6.4
8.3
14.7
4.5
43.5
7.1
7.7
2.1
21.9
1.9
3.2
14.8
7.1
29.7
8.3
9.6
23.7
6.4
42.9
9.7
4.4
2.7
25.9
4.4
3.5
13.8
6.1
31.3
5.2
9.6
11.3
6.9
31.0
8.3
5.4
1.4
26.3
2.7
3.5
10.8
8.5
25.3
6.3
4.6
17.1
5.1
30.1
31.8
23.4
13.5
64.3
8.3
21.3
43.5
30.1
6.0
65.6
5.0
18.1
35.0
28.5
10.9
54.3
22.5
26.3
31.9
35.6
5.7
77.6
5.7
17.8
32.3
34.4
10.5
57.7
8.3
17.5
24.6
44.2
7.5
69.0
6.5
18.9
30.4 36.8 30.3 31.6 26.0 17.5

37.2 9.1 11.1 8.4 10.9 9.6
6.5 18.0 17.6 28.0 22.1 20.9
60.4 0.0 0.0 0.0 0.0 0.0
9.1 6.7 12.6 8.9 13.5 4.3
21.9 18.3 21.4 20.4 18.6 19.0
31.7
11.6
24.4
0.0
7.3
28.8
45.7
33.5
93.6
33.8
29.7
29.1
79.1
30.7
28.8
96.2
32.9
27.1
18.4
71.2
41.1
31.6
87.3
22.4
25.6
18.5
82.7
48.0
35.6
97.6
42.2
24.2
34.1
83.0
45.0
34.5
93.4
21.7
22.0
26.1
78.1
49.0
30.1
92.5
33.5
21.8
41.3
85.6
46.8
30.9
94.7
30.1
24.6
31.3
82.1
41.5
30.8
94.4
38.6
38.2
21.4
76.3
49.6
52.9
93.6
30.1
30.6
26.6
82.4
63.5
52.7
95.5
45.8
35.8
43.1
81.6
58.3
42.4
97.4
25.8
34.9
21.2
88.2
69.7
46.1
99.1
52.6
38.9
45.5
91.3
56.7
43.1
97.3
35.7
37.7
36.9
83.0
39.9
20.8
32.2
26.9
9.4
15.1
38.8
14.1
27.9
28.9
4.4
15.3
53.3
25.5
39.4
24.8
16.1
17.5
48.4
18.6
27.9
26.0
9.8
18.1
51.3
18.7
33.5
25.7
8.3
8.7
52.5
18.3
37.1
37.1
8.4
15.3
48.3
23.3
34.5
27.2
8.8
13.2
23.3
16.0
23.7
22.6
5.9
9.4
41.7
22.8
44.9
30.7
16.5
18.1
31.2
19.7
35.0
26.1
11.5
15.3
34.6
23.1
37.8
27.6
10.3
17.3
36.8
24.8
38.5
30.8
13.7
22.2
38.2
21.8
32.0
24.5
9.4
14.5
1 = Full-time homemaker - because of personal satisfaction. No desire to work outside the home.
2 = Full-time homemaker - because should be home to take care of kids. Would like to work.
3 = Part-time employed because of personal satisfaction from working outside the home.
4 = Part-time employed because the money earned helps with the family finances.
5 = Full-time employed because of personal satisfaction from working outside the home.
6 = Full-time employed because the money earned helps with the family finances.
b
c
Cell values are the percent of respondents to the question who answered a few times a week or more: codes 5, 6, and 7
d
e
a
Table 2A
Table 2A
FEMALE EMPLOYMENT STATUS AND MOTIVATION
Number in Sample
I like to cook
PERSONALITY
Interesting
Winner
Self-confident
Sexy
Life-of-the-party
Tense
Patient
Female Respondents
Male Respondents
% Total Female's Work Level and Reasona
Female's Work Level and Reasona
Sample
1
2
3
4
5
6
1
2
3
4
5
6
408 138 215 231 202
694 287 127 157 156 117 372
33.2
50.9
34.0
20.7
49.4
19.9
67.7
19.2
40.0
55.7
46.1
13.9
19.7
24.7
49.0
15.8
57.2
45.2
33.6
42.6
32.6
25.2
10.4
22.4
33.9
13.8
31.4
32.7
29.8
56.8
6.2
39.3
50.0
46.4
24.0
59.0
28.9
41.6
35.2
38.3
66.7
46.2
13.9
19.5
17.7
46.1
11.1
64.1
58.3
44.4
24.3
32.2
23.9
6.5
10.7
40.0
26.2
24.2
31.8
37.6
75.4
3.7
46.7
54.0
33.6
23.9
60.1
21.7
55.1
17.4
34.1
74.6
38.4
18.2
23.2
34.8
44.9
10.9
59.4
49.3
43.8
48.9
25.7
23.4
5.1
19.9
45.3
16.7
35.3
36.2
27.5
59.1
6.5
36.4
52.3
45.8
18.2
61.5
18.7
62.9
21.0
42.1
56.7
47.0
18.3
22.4
13.6
39.6
10.3
57.0
53.3
27.1
29.9
40.2
22.4
6.6
16.5
35.8
8.9
27.6
21.5
29.1
62.6
7.9
36.4
51.7
36.8
17.0
52.8
24.7
70.2
11.7
33.3
70.9
37.4
12.7
20.9
30.7
50.4
11.3
58.4
51.3
40.2
40.0
30.9
17.5
11.4
17.0
36.1
13.0
28.4
29.4
27.2
63.3
2.6
31.7
52.0
41.8
11.6
48.8
13.4
81.6
5.5
43.6
58.5
47.0
15.8
18.5
22.9
35.5
8.9
46.5
47.5
20.8
49.8
43.8
25.1
13.4
22.9
20.8
5.0
40.3
21.5
26.9
45.5
5.5
39.0
51.0
39.7
16.4
53.0
17.9
84.6
6.6
44.7
61.0
42.0
14.4
21.0
31.1
43.8
11.4
54.0
45.7
33.9
48.6
37.1
24.0
10.4
19.3
25.3
9.0
34.4
28.1
27.4
54.9
7.1
26.0
47.7
23.4
25.5
31.1
15.1
62.6
29.6
39.1
52.1
50.3
9.5
20.1
15.9
54.7
21.1
61.9
45.3
36.0
29.9
26.9
29.3
7.4
21.1
40.9
30.3
27.0
38.6
33.0
68.4
4.6
27.2
47.2
18.4
19.4
42.4
15.2
83.9
10.4
39.4
46.5
49.6
17.6
15.2
42.5
59.8
19.2
54.4
36.8
42.9
55.2
23.2
17.6
10.4
37.3
48.8
18.3
30.4
46.5
21.6
48.8
8.0
23.1
43.2
15.4
18.3
36.4
18.1
69.2
14.2
38.1
36.5
50.6
12.4
16.0
16.1
51.3
20.0
60.3
38.3
25.0
40.6
29.5
22.2
14.1
24.5
38.7
11.0
25.2
27.7
31.0
54.2
2.6
29.9
52.3
21.3
21.8
42.3
13.0
77.3
17.3
37.2
48.7
42.9
10.3
18.7
32.1
64.5
22.6
54.5
38.5
27.7
51.6
20.6
26.3
10.3
30.3
36.1
9.7
27.7
41.7
25.8
61.3
8.3
23.0
54.0
28.3
17.4
40.0
15.2
70.3
13.0
43.0
36.5
57.9
11.8
16.4
20.9
40.4
21.2
42.3
32.2
19.3
46.4
24.3
27.0
16.2
42.0
31.8
11.4
29.7
39.1
29.5
40.9
2.6
41.5
33.6
52.5
16.6
11.0
17.7
42.8
31.4
19.5
47.7
9.9
9.7
19.6
47.5
32.1
18.4
36.8
21.2
8.8
23.4
40.1
46.3
30.8
54.0
16.0
12.3
15.1
50.7
40.4
23.9
41.1
16.5
12.2
17.8
48.3
54.0
52.5
64.3
20.5
13.0
13.5
50.3
43.3
30.1
49.8
15.5
9.9
20.2
41.3
35.3
40.6
61.9
17.6
12.8
14.3
37.9
33.9
34.6
63.0
14.2
11.9
19.7
34.6
43.2
41.9
52.9
17.4
13.2
17.0
41.2
42.7
37.3
53.7
17.2
10.7
15.3
37.7
50.4 39.0
51.3 35.5
66.7 51.4
25.7 18.6
15.2 10.2
13.3 18.8
40.7 34.3
1 = Full-time homemaker - because of personal satisfaction. No desire to work outside the home.
2 = Full-time homemaker - because should be home to take care of kids. Would like to work.
3 = Part-time employed because of personal satisfaction from working outside the home.
4 = Part-time employed because the money earned helps with the family finances.
5 = Full-time employed because of personal satisfaction from working outside the home.
6 = Full-time employed because the money earned helps with the family finances.
b
Cell values are the percent of respondents to the question who generally or definitely agreed with the statement: codes 5 and 6.
c
Cell values are the percent of respondents to the question who indicated that the term would definitely describe them: codes 5 and 6.
a
27.6
45.7
18.4
25.0
39.2
17.4
75.9
13.2
45.4
41.5
51.6
9.5
13.0
29.6
60.4
18.1
60.0
33.2
31.5
46.5
26.6
29.7
8.9
29.5
33.1
8.4
29.3
41.7
26.0
45.3
8.1
Table 3
Table 3
INCOME AND EDUCATION

Household Income
Education
6,7
8,9,10 11,12 13,14
15
1,2,3
4
5
6
7
In Thousands
No
HS
Some
College Graduate
<10
10-20 20-30 30-40 40-60 60-80 80-100 >100
Degree
Degree
College
Degree
School
180
533
554
527
819
550
262
211
273
1209
1143
521
603
1
% Total
Sample
Number in Sample
HEAVY USER
Made pancakes
Attended a lecture
Went to movies
Took photographs
Used the Internet
Cooked outdoors
Jogged
Visited health club
Rented a video
Attended church
HEAVY USER
Pain relievers
Shower gel
Dandruff Shampoo
Lipstick (females)
Cigarettes
OWNERSHIPd
Personal computer
Camcorder
Microwave oven
Common stock
A handgun
Cellular phone
35mm Camera
E.R.
X-Files
Seinfeld
Fraiser
Saturday Night Live
David Lettermen
2,3
4,5
6.5
7.5
3.2
41.2
2.6
3.4
17.7
5.5
18.9
3.8
5.7
14.0
4.4
39.1
1.7
4.7
4.6
32.0
5.6
2.9
11.8
3.4
2.9
1.1
1.1
7.5
1.1
33.3
3.8
4.8
3.0
35.1
2.3
2.1
12.6
3.1
9.1
2.3
3.1
9.7
2.7
37.0
4.3
9.4
2.8
42.5
1.8
4.0
16.0
4.4
15.9
2.0
4.8
13.4
3.3
42.0
8.1
8.7
3.8
44.6
2.7
3.8
19.8
5.0
17.0
4.2
4.8
16.2
5.1
39.0
6.8
6.7
2.4
42.4
1.8
3.2
18.2
5.7
23.3
4.1
4.7
16.5
4.4
40.3
8.2
8.6
2.3
41.0
2.4
3.6
21.0
6.5
23.9
4.9
6.9
12.8
6.0
40.1
8.2
7.4
2.7
46.4
3.8
2.3
18.7
10.7
29.0
6.1
8.0
20.6
4.6
40.4
11.7
8.2
6.8
41.7
2.9
7.2
21.2
9.6
26.7
5.3
17.6
14.3
7.6
37.1
6.5
6.6
1.9
32.8
0.8
3.8
7.5
0.0
15.1
0.8
1.9
11.4
3.0
33.1
5.3
7.6
2.9
41.5
1.0
2.8
16.5
1.9
19.1
1.5
2.8
12.0
3.3
36.9
6.7
7.5
3.1
39.8
2.4
3.2
17.7
4.8
18.7
3.7
4.3
16.3
5.0
38.1
8.9
7.8
3.6
45.9
3.7
3.9
18.3
7.5
21.0
6.0
9.9
15.3
5.2
42.8
6.4
7.5
4.2
42.4
5.9
4.3
23.9
14.6
18.3
8.2
11.7
14.1
5.3
45.2
31.8
23.4
13.5
64.3
8.3
21.3
38.0
21.7
10.9
46.0
13.0
30.2
37.5
22.5
9.0
58.8
8.6
21.1
30.7
23.1
13.1
61.6
12.7
23.2
31.7
23.4
14.5
63.1
10.1
23.0
31.9
23.8
13.3
67.6
6.8
21.3
27.6
23.9
17.0
67.4
6.4
17.3
28.0
24.3
17.2
78.1
3.8
21.4
31.4
23.6
14.2
76.2
4.7
11.8
40.1
16.0
15.0
59.1
14.3
34.7
34.7
22.8
12.1
62.6
8.3
26.7
33.3
27.7
13.9
62.6
9.1
21.7
26.5
22.7
13.3
69.3
6.3
15.3
23.8
20.3
15.1
70.5
5.8
9.2
45.7
33.5
93.6
33.8
29.7
29.1
79.1
20.7
6.0
78.0
9.7
16.7
5.5
49.7
21.7
17.5
88.8
13.0
28.6
10.8
61.1
31.4
20.3
93.5
21.1
26.9
17.0
73.7
41.6
30.2
94.0
27.1
31.9
23.5
83.9
49.3
40.3
96.0
36.7
33.6
33.3
85.4
63.0
48.5
95.9
46.9
31.0
42.2
88.2
73.7
49.8
97.3
66.9
30.2
51.6
89.9
76.3
51.0
96.2
70.1
26.6
61.5
88.9
18.2
22.5
89.9
13.8
33.1
15.2
54.3
32.3
29.9
93.5
27.6
32.3
24.2
75.1
47.3
34.1
94.2
32.6
30.1
30.8
81.9
62.4
43.3
94.0
43.9
29.8
37.0
84.7
66.2
36.1
93.8
47.9
21.7
35.1
87.5
39.9
20.8
32.2
26.9
9.4
15.1
34.8
25.3
21.9
23.6
7.9
11.8
41.6
19.6
23.9
20.7
9.8
14.3
38.9
20.1
28.2
26.2
9.6
13.9
41.8
22.8
33.3
26.2
9.9
14.3
40.4
21.2
35.3
29.3
10.3
16.5
40.4
20.7
38.2
28.7
7.1
16.4
38.2
18.7
35.5
29.0
11.8
11.8
38.8
14.8
39.2
32.5
7.2
18.2
38.2
22.4
23.2
22.1
10.3
10.7
37.9
19.0
29.4
23.0
8.7
14.4
42.5
24.3
34.0
28.1
10.4
15.5
42.8
18.6
37.2
30.5
10.0
15.7
37.2
19.0
34.1
31.1
8.0
17.4
d
e
b
c
Table 3A
Table 3A INCOME AND EDUCATION
Household Income
Education
6,7
8,9,10 11,12 13,14
15
1,2,3
4
5
6
7
In Thousands
No
HS
Some
College Graduate
<10
10-20 20-30 30-40 40-60 60-80 80-100 >100
Degree
Degree
College
Degree
School
180
533
554
527
819
550
262
211
273
1209
1143
521
603
1
% Total
Sample
Number in Sample
I like to cook
PERSONALITY
Interesting
Winner
Self-confident
Sexy
Life-of-the-party
Tense
Patient
2,3
4,5
33.2
50.9
34.0
20.7
49.4
19.9
67.7
19.2
40.0
55.7
46.1
13.9
19.7
24.7
49.0
15.8
57.2
45.2
33.6
42.6
32.6
25.2
10.4
22.4
33.9
13.8
31.4
32.7
29.8
56.8
6.2
39.8
50.0
39.3
33.0
56.0
34.5
43.4
49.4
41.2
71.3
41.0
19.1
26.7
26.4
61.6
20.3
64.2
46.0
61.6
42.9
36.4
20.1
10.6
16.3
46.6
17.6
42.1
41.5
32.6
64.6
11.5
34.3
53.8
36.9
25.8
53.4
27.8
61.6
30.3
40.6
61.6
47.2
14.5
23.2
33.0
55.5
16.1
65.8
48.7
47.3
40.8
34.0
22.3
11.2
21.1
37.1
19.7
34.7
40.6
32.0
63.4
7.3
37.4
46.8
32.8
25.2
49.1
19.4
65.0
22.5
38.1
59.2
42.2
11.9
21.9
29.8
52.6
15.2
62.8
42.0
39.6
44.3
35.2
23.7
9.2
20.8
38.9
17.1
31.4
39.0
30.2
59.6
5.8
34.0
51.2
32.1
22.4
51.9
21.1
68.1
18.0
37.3
53.0
45.5
13.2
17.2
25.3
47.8
14.3
59.0
42.1
32.8
42.7
28.5
23.7
9.4
23.8
32.7
10.5
26.3
33.8
27.2
57.6
6.6
33.3
49.1
31.0
18.0
48.8
17.8
72.3
12.9
41.8
57.0
45.6
12.0
17.0
24.6
48.6
15.0
55.5
43.3
29.7
42.4
30.4
28.8
8.9
24.0
32.0
13.0
27.9
30.7
28.9
55.9
6.0
27.8
51.0
32.2
16.2
42.8
14.0
72.5
10.9
39.5
49.2
47.0
14.5
18.1
21.5
44.5
16.8
50.5
45.9
24.4
42.2
30.2
25.8
11.6
23.2
29.6
9.2
31.1
28.0
30.7
51.0
6.2
24.1
48.8
36.8
14.7
47.1
15.8
73.4
10.3
42.1
45.2
50.8
16.3
18.5
12.6
43.1
17.2
50.4
47.5
22.1
40.6
33.6
25.2
13.1
23.8
27.3
9.6
28.6
24.0
29.5
51.2
3.5
32.4
59.5
41.4
12.4
50.0
15.7
71.4
11.4
40.3
47.6
54.3
17.2
21.4
12.4
37.3
16.2
42.9
54.8
11.5
41.0
41.0
27.6
12.9
21.0
28.7
12.0
39.7
18.0
27.9
52.6
2.4
36.5
46.6
34.6
38.0
53.2
34.2
61.5
36.4
49.8
57.8
50.6
12.2
23.4
30.0
52.8
19.2
73.8
45.1
59.7
37.7
40.4
22.0
7.6
14.9
45.1
23.1
32.6
49.1
27.0
63.0
9.8
36.5
45.3
31.7
26.9
50.0
23.9
65.7
21.6
42.3
58.3
44.7
14.5
18.6
26.1
52.2
17.1
66.4
43.8
42.3
39.3
31.8
25.6
8.9
19.7
37.8
17.3
28.8
38.9
28.7
61.2
6.6
34.8
52.6
32.9
19.6
50.4
19.5
68.8
17.7
42.3
54.9
46.6
14.9
19.7
27.0
50.6
15.3
58.0
45.3
30.9
45.5
32.6
24.7
11.1
24.3
31.8
13.4
31.4
32.3
32.0
55.2
6.1
30.3
52.1
36.5
12.8
46.2
12.0
69.2
14.3
36.2
54.1
44.1
13.0
18.6
21.8
43.3
15.8
43.5
43.8
21.0
45.2
28.9
25.5
11.1
26.5
30.2
8.9
31.1
24.9
26.2
50.0
4.6
24.4
59.6
38.8
9.6
47.2
13.7
70.7
13.7
29.6
51.8
47.7
12.4
21.8
17.8
43.0
12.9
41.6
49.0
20.4
43.4
33.7
26.8
12.8
24.0
28.0
7.4
36.4
21.0
32.4
54.0
5.0
41.5
33.6
52.5
16.6
11.0
17.7
42.8
35.8
22.4
41.6
16.2
7.5
23.3
46.8
37.0
23.9
46.8
16.3
10.2
21.0
43.9
37.6
26.4
47.6
17.0
10.2
18.6
45.4
38.1
29.5
46.4
15.1
11.2
16.3
42.8
41.6
35.0
52.5
16.5
12.0
16.8
40.5
44.1
42.3
61.0
15.6
10.4
16.0
39.7
49.4
41.1
57.8
14.4
10.1
14.8
46.1
51.9
52.4
68.3
18.4
9.6
17.9
39.9
29.4
22.7
47.3
18.5
11.5
24.3
40.2
33.7
25.4
45.8
16.2
11.7
19.5
40.8
43.1
33.7
53.0
17.7
12.9
16.0
43.5
47.4
40.3
56.4
15.2
7.2
18.6
43.3
54.7
49.2
63.6
15.4
9.1
13.8
46.5
b
c
Table 4
Table 4
OCCUPATION
% Total
Sample
Number in Sample
HEAVY USER
Made pancakes
Attended a lecture
Went to movies
Took photographs
Used the Internet
Cooked outdoors
Jogged
Visited health club
Rented a video
Attended church
HEAVY USER
Pain relievers
Shower gel
Dandruff Shampoo
Lipstick (females)
Cigarettes
OWNERSHIPd
Personal computer
Camcorder
Microwave oven
Common stock
A handgun
Cellular phone
35mm Camera
E.R.
X-Files
Seinfeld
Fraiser
Saturday Night Live
David Lettermen
Occupationa
5
6
215
265
1
485
2
468
3
444
4
240
7
128
8
45
9
303
10
1120
6.5
7.5
3.2
41.2
2.6
3.4
17.7
5.5
18.9
3.8
5.7
14.0
4.4
39.1
8.6
7.3
3.9
42.3
3.5
3.3
24.1
13.4
23.3
7.5
11.0
13.1
5.2
44.8
7.2
5.4
3.3
38.4
2.1
4.1
13.8
8.4
23.0
4.7
8.6
14.8
4.9
37.7
7.0
7.1
3.5
48.1
2.7
4.1
18.9
5.5
17.3
1.4
3.6
17.8
3.4
42.0
8.1
5.5
1.8
39.7
3.0
5.8
18.5
6.3
25.3
2.9
6.3
20.7
7.1
31.4
7.6
6.7
3.4
30.3
1.4
1.4
15.6
4.8
27.6
2.4
3.7
13.7
5.1
29.1
7.3
6.9
3.2
28.0
0.8
4.9
10.9
2.3
24.5
3.4
4.2
17.9
4.2
25.9
9.2
9.6
2.6
34.6
3.1
3.9
20.5
12.1
15.6
3.1
7.0
11.9
8.6
36.3
6.7
8.9
2.3
20.5
2.3
4.4
9.1
4.4
11.1
4.4
0.0
13.3
2.2
42.2
8.6
9.8
3.4
37.0
5.3
3.7
17.1
2.4
20.1
8.1
5.7
20.8
2.7
37.7
3.3
8.3
3.0
47.6
1.9
2.1
18.0
2.0
12.0
2.4
3.6
8.2
3.7
44.2
31.8
23.4
13.5
64.3
8.3
21.3
25.4
24.7
14.9
67.0
6.8
12.2
26.3
24.3
16.7
67.3
5.6
19.1
28.6
37.2
10.6
67.4
8.8
18.8
31.4
28.1
13.2
66.7
7.1
23.5
28.9
10.9
18.6
57.7
11.3
35.7
30.5
13.4
18.3
37.5
13.2
33.3
21.6
19.2
13.8
47.9
8.8
17.6
27.3
11.1
20.0
83.3
4.5
26.7
34.8
27.5
16.5
61.5
11.7
26.8
39.9
20.7
9.9
64.1
7.3
19.3
45.7
33.5
93.6
33.8
29.7
29.1
79.1
64.8
41.1
95.2
41.8
24.4
38.0
88.9
65.2
41.1
95.0
48.1
29.7
43.2
85.5
45.9
31.1
96.1
30.7
23.8
29.1
80.0
51.5
36.6
96.2
36.4
28.1
38.1
83.6
45.7
40.5
96.2
27.2
39.7
32.2
80.3
32.4
28.3
91.9
27.1
37.9
22.0
74.2
55.8
44.3
94.4
37.9
26.4
34.1
84.7
41.9
45.5
95.3
16.3
32.6
20.5
80.0
42.6
34.2
89.4
16.8
37.2
26.8
78.8
30.7
25.8
92.0
32.5
29.4
19.3
71.0
39.9
20.8
32.2
26.9
9.4
15.1
41.9
19.0
34.5
27.9
7.6
15.5
42.5
22.0
39.7
33.5
8.8
17.1
46.4
23.3
33.3
24.9
8.1
13.6
40.8
25.8
35.0
30.0
14.2
17.9
32.4
22.5
37.6
26.3
14.6
17.8
32.5
23.8
30.6
22.3
12.5
9.4
45.2
23.0
32.5
27.0
15.1
19.8
31.1
22.2
37.8
17.8
6.7
15.6
43.5
26.6
35.2
25.2
9.6
18.3
36.8
15.8
25.2
25.2
7.4
13.1
Coded as 1 = professional; 2 = executive, manager, administrator; 3 = administrative support; 4 = sales;

5 = precision production, craft and repair; 6 = operator, fabricator, laborer; 7 = technical and related support;
8 = farming, forestry, fishing; 9 = service; 10 = not employed
b
c
d
e
a
Table 4A
Table 4A OCCUPATION
% Total
Sample
Number in Sample
I like to cook
PERSONALITY
Interesting
Winner
Self-confident
Sexy
Life-of-the-party
Tense
Patient
Occupationa
5
6
215
265
1
485
2
468
3
444
4
240
33.2
50.9
34.0
20.7
49.4
19.9
67.7
19.2
40.0
55.7
46.1
13.9
19.7
24.7
49.0
15.8
57.2
45.2
33.6
42.6
32.6
25.2
10.4
22.4
33.9
13.8
31.4
32.7
29.8
56.8
6.2
25.7
52.8
36.9
10.4
42.5
15.5
79.8
8.3
37.4
53.0
44.3
12.3
20.6
20.5
44.1
10.8
44.0
46.1
20.8
46.2
34.1
25.2
9.9
22.7
26.0
7.5
35.5
25.4
33.7
51.4
3.9
26.0
51.4
30.5
15.4
43.2
14.9
77.6
9.9
39.7
44.0
48.5
13.5
14.2
23.3
41.2
14.2
50.0
39.0
21.6
48.1
33.5
27.9
12.1
25.6
30.8
9.6
35.0
28.0
25.5
46.7
3.9
39.7
49.0
35.5
20.5
50.8
18.0
78.8
11.1
44.9
59.4
41.3
16.3
17.4
28.3
45.1
15.2
57.2
47.4
34.4
47.8
38.5
22.1
9.8
19.1
28.1
9.1
31.7
28.7
28.5
56.0
7.3
34.6
53.8
34.6
18.8
53.3
20.9
70.7
12.9
37.1
57.5
46.7
13.9
15.4
29.6
49.0
13.8
51.0
40.8
29.2
56.3
38.2
22.2
10.5
25.6
34.7
10.9
27.1
30.0
25.5
50.4
10.4
24.8
46.3
23.4
22.4
51.9
19.8
80.2
10.7
44.3
50.9
44.4
13.1
14.1
30.8
59.8
19.6
73.7
39.4
32.9
45.8
16.8
27.1
13.1
34.3
35.0
12.3
23.4
38.3
23.4
53.3
6.1
41.5
33.6
52.5
16.6
11.0
17.7
42.8
55.6
45.4
60.4
13.7
9.1
15.5
47.0
44.5
44.7
62.6
16.7
11.7
17.9
40.2
42.1
31.5
46.9
18.8
12.1
19.5
43.9
50.2
40.5
50.2
19.0
17.4
16.0
34.6
35.4
34.0
54.1
18.7
13.5
18.8
35.7
Coded as 1 = professional; 2 = executive, manager, administrator; 3 = administrative support; 4 = sales;

5 = precision production, craft and repair; 6 = operator, fabricator, laborer; 7 = technical and related support;
8 = farming, forestry, fishing; 9 = service; 10 = not employed
b
c
a
7
128
8
45
9
303
10
1120
31.7
46.8
22.5
26.6
44.5
18.8
75.1
13.3
50.2
49.6
50.4
11.3
19.2
29.5
64.1
20.9
68.2
32.7
39.4
49.0
27.2
25.9
12.3
26.4
34.5
13.7
33.0
45.2
29.0
53.8
8.4
29.1
55.1
28.3
14.1
50.0
17.3
78.0
6.3
36.7
50.8
46.5
17.3
17.3
29.7
50.0
16.5
40.2
35.4
26.2
51.6
22.0
23.4
18.1
42.1
22.0
8.6
37.8
22.7
22.0
44.1
3.1
35.6
44.4
17.8
24.4
40.0
8.9
75.6
15.6
44.4
44.4
42.2
15.6
22.2
22.2
64.4
17.8
60.0
33.3
46.7
44.4
27.3
28.9
4.4
29.5
44.4
11.1
20.0
46.7
33.3
60.0
11.1
36.7
56.2
33.3
20.1
60.5
19.1
78.3
13.0
43.0
60.7
44.7
13.5
22.1
32.1
53.5
14.6
59.8
44.6
34.9
57.3
30.1
25.2
14.4
23.7
35.0
15.9
27.3
34.9
26.8
53.0
9.4
37.3
49.5
39.7
26.4
51
25.8
44.6
38.4
35.6
62.1
47.2
13.9
24.1
19.4
48.3
17.5
62.7
53.6
42.9
25.5
33.9
25.4
7.4
14.5
40.5
21.1
30.3
35.7
34.6
69.6
5.1
38.5
32.1
48.5
19.0
12.6
16.3
38.0
43.2
36.0
49.6
17.7
6.5
13.8
43.9
34.1
18.2
52.3
13.6
4.5
18.2
34.1
45.6
31.1
56.4
20.5
12.7
19.7
45.5
32.6
24.4
47.1
14.3
8.6
18.5
45.4
Table 5
Table 5
AGE AND ETHNIC SUBCULTURE

% Total
Sample
Number in Sample
HEAVY USER
Made pancakes
Attended a lecture
Went to movies
Took photographs
Used the Internet
Cooked outdoors
Jogged
Visited health club
Rented a video
Attended church
HEAVY USER
Pain relievers
Shower gel
Dandruff Shampoo
Lipstick (females)
Cigarettes
OWNERSHIPd
Personal computer
Camcorder
Microwave oven
Common stock
A handgun
Cellular phone
35mm Camera
E.R.
X-Files
Seinfeld
Fraiser
Saturday Night Live
David Lettermen
Ethnic Subculture
Age
White Black Hispanic Other
18-24 25-34 35-44 45-54 55-64
3018 349
279
111
187
804
891
686
482
6.5
7.5
3.2
41.2
2.6
3.4
17.7
5.5
18.9
3.8
5.7
14.0
4.4
39.1
6.3
7.3
2.8
43.6
2.4
2.8
18.6
5.6
20.7
3.6
5.5
13.7
4.5
39.1
6.6
8.6
4.8
28.9
2.6
4.7
8.2
2.7
7.6
3.2
5.0
10.6
3.5
41.9
7.7
8.8
3.8
33.0
2.6
6.9
16.8
5.5
17.0
5.8
7.2
19.4
4.7
39.0
8.2
7.3
8.4
32.4
5.4
6.4
23.6
10.9
10.8
6.4
8.1
20.6
3.6
33.3
12.6
4.3
2.8
37.8
11.9
4.9
29.0
12.4
15.1
3.8
7.0
32.1
3.8
29.6
10.9
10.3
3.0
37.3
3.1
3.6
25.1
8.1
21.2
5.6
8.1
22.3
4.0
33.1
8.9
7.9
3.5
41.3
1.8
3.8
18.3
6.7
26.6
4.1
6.8
17.2
3.9
36.9
5.5
6.7
3.0
38.9
2.5
2.4
14.1
5.9
21.5
4.1
5.5
12.9
6.3
37.8
2.3
7.0
3.9
46.6
1.1
3.8
15.3
2.9
16.3
2.3
3.6
6.1
4.4
43.5
0.6
5.7
2.9
44.8
1.4
3.0
10.2
0.6
6.6
2.2
2.6
2.2
3.7
49.8
31.8
23.4
13.5
64.3
8.3
21.3
34.0
22.3
14.1
64.9
7.6
21.7
19.6
28.5
8.6
64.0
13.2
22.2
26.9
28.2
14.7
63.7
11.2
17.8
20.2
27.0
10.8
52.6
5.4
18.0
19.4
31.4
13.4
50.0
22.5
19.3
22.2
28.9
13.3
52.9
15.9
21.2
26.7
25.0
15.7
54.1
8.2
24.2
37.1
22.6
16.7
69.0
4.5
24.9
39.0
21.1
14.6
79.3
3.4
23.7
42.6
15.3
7.2
80.6
3.0
13.2
45.7
33.5
93.6
33.8
29.7
29.1
79.1
47.1
34.3
94.8
36.0
30.6
29.3
80.1
31.2
23.0
86.4
20.8
26.3
29.9
67.1
38.6
33.5
89.0
22.3
26.8
25.8
79.7
68.9
44.3
94.4
40.2
20.8
31.1
84.5
36.0
26.4
84.2
12.0
25.4
26.8
77.0
46.9
41.1
92.5
21.6
27.0
28.8
83.1
58.3
43.0
94.3
33.3
27.9
32.4
85.8
59.2
35.7
96.6
42.7
35.1
39.0
84.2
36.9
26.9
96.4
41.8
30.9
28.3
74.7
23.9
17.1
91.6
39.9
30.0
16.7
64.3
39.9
20.8
32.2
26.9
9.4
15.1
40.5
19.0
33.9
28.5
8.4
15.6
39.8
30.3
17.3
17.0
13.0
10.4
39.1
27.2
35.1
24.7
14.7
17.6
26.4
24.5
26.4
17.3
12.7
10.9
56.7
26.7
52.9
25.1
18.7
25.1
47.6
27.3
46.0
27.9
14.3
19.6
43.2
24.4
36.8
28.2
11.2
15.8
39.0
22.1
27.0
26.9
7.7
13.6
30.4
16.5
20.6
25.6
5.2
10.6
29.8
9.0
18.2
25.2
3.6
11.0
d
e
b
c
>64
707
Table 5A
Table 5A
AGE AND ETHNIC SUBCULTURE

% Total
Sample
Number in Sample
I like to cook
PERSONALITY
Interesting
Winner
Self-confident
Sexy
Life-of-the-party
Tense
Patient
Ethnic Subculture
Age
White Black Hispanic Other
18-24 25-34 35-44 45-54 55-64
3018
349
279
111
187
804
891
686
482
33.2
50.9
34.0
20.7
49.4
19.9
67.7
19.2
40.0
55.7
46.1
13.9
19.7
24.7
49.0
15.8
57.2
45.2
33.6
42.6
32.6
25.2
10.4
22.4
33.9
13.8
31.4
32.7
29.8
56.8
6.2
29.7
49.7
33.9
20.9
49.0
19.8
67.4
19.4
39.4
54.5
46.1
12.7
18.5
23.1
48.3
16.4
58.0
46.6
32.0
38.8
29.6
25.7
9.5
22.3
33.0
14.4
29.6
32.1
29.7
57.1
5.0
49.9
53.4
37.5
18.2
51.0
20.0
69.3
21.2
47.7
66.9
50.4
20.6
23.4
35.2
53.2
13.0
57.4
34.5
38.7
63.7
49.3
25.4
11.5
21.9
36.4
7.0
43.4
36.3
29.6
54.2
13.4
49.3
56.5
31.0
22.0
53.4
24.5
69.0
16.5
40.8
53.4
43.8
15.9
26.1
30.6
52.7
16.5
57.6
42.7
41.2
51.3
41.4
21.2
16.8
23.9
38.3
16.2
35.4
36.5
32.6
60.5
10.1
33.6
60.9
35.8
20.9
45.0
11.8
65.1
13.5
29.7
57.8
38.7
22.0
24.5
19.8
47.7
8.2
33.6
45.5
41.8
56.4
40.4
22.5
15.5
20.9
38.2
11.9
31.8
28.2
26.4
47.3
6.3
42.2
50.5
20.4
16.3
53.0
18.9
73.1
12.4
39.0
59.7
37.4
18.4
24.2
39.0
49.2
15.1
48.9
25.0
29.9
74.7
39.2
20.5
15.8
35.7
34.9
14.0
44.9
29.4
17.2
37.8
11.4
39.0
51.6
26.7
16.7
55.4
19.2
77.1
11.0
40.7
58.9
44.1
15.6
17.5
36.1
48.1
15.0
53.3
36.8
30.5
66.2
30.6
26.6
15.6
32.2
33.2
9.6
33.2
34.3
23.5
47.9
7.8
31.5
49.3
31.1
17.6
47.8
15.7
77.9
8.9
40.4
54.5
42.7
12.1
17.4
27.6
51.5
13.5
51.5
42.8
30.4
52.3
28.5
21.2
9.9
25.0
29.4
11.3
30.8
31.5
27.1
53.2
6.0
28.7
54.6
38.1
19.6
50.7
19.9
74.3
13.9
44.4
53.5
50.0
14.5
19.0
22.1
51.6
13.6
56.2
44.1
29.6
41.4
30.9
27.5
10.1
23.1
28.9
14.9
31.2
31.6
32.2
56.1
6.5
30.1
53.1
39.5
24.5
45.3
22.2
61.2
27.3
37.8
56.7
46.3
13.2
19.8
16.2
49.9
16.7
64.2
51.1
36.0
20.1
37.8
25.3
6.8
11.1
37.8
13.2
25.1
31.2
35.0
61.0
4.2
32.8
47.1
42.1
29.0
45.1
25.0
40.3
43.0
36.2
53.8
51.1
13.1
24.6
12.6
44.0
21.5
67.3
60.2
44.7
10.8
36.4
27.7
6.6
11.2
42.2
21.1
31.0
35.6
38.0
74.5
4.3
41.5
33.6
52.5
16.6
11.0
17.7
42.8
38.6
31.9
49.9
14.0
9.7
18.1
41.5
63.8
49.0
68.2
33.7
17.9
16.1
51.8
44.0
31.9
57.3
22.1
15.0
15.8
43.6
42.7
36.4
59.1
19.1
14.7
16.4
49.1
49.5
34.1
50.8
29.7
19.9
26.3
37.1
44.7
36.0
52.7
20.5
13.5
20.5
38.7
42.3
33.4
51.3
15.9
10.8
16.8
40.0
45.0
39.0
54.8
17.5
10.3
17.8
44.4
39.6
35.8
54.4
12.6
8.8
16.7
49.7
32.4
24.1
50.4
11.2
8.3
14.0
46.5
b
c
>64
707
Table 6
Table 6
GENDER AND GEOGRAPHIC REGION

% Total
Sample
Number in Sample
HEAVY USER
Made pancakes
Attended a lecture
Went to movies
Took photographs
Used the Internet
Cooked outdoors
Jogged
Visited health club
Rented a video
Attended church
HEAVY USER
Pain relievers
Shower gel
Dandruff Shampoo
Lipstick (females)
Cigarettes
OWNERSHIPd
Personal computer
Camcorder
Microwave oven
Common stock
A handgun
Cellular phone
35mm Camera
E.R.
X-Files
Seinfeld
Fraiser
Saturday Night Live
David Lettermen
Gender
Male Female
1714
2043
1
190
2
546
3
643
Geographic Regiona
4
5
6
297
689
249
8
246
9
522
6.5
7.5
3.2
41.2
2.6
3.4
17.7
5.5
18.9
3.8
5.7
14.0
4.4
39.1
6.8
5.0
2.4
26.7
2.8
3.8
12.5
7.5
21.2
5.8
6.4
14.6
5.8
34.9
6.2
9.6
3.8
53.3
2.3
3.1
22.1
3.9
17.0
2.1
5.1
13.6
3.2
42.7
3.8
8.5
2.2
45.0
1.1
3.7
19.0
7.0
25.9
3.2
11.1
9.6
6.3
35.6
8.8
8.3
2.7
43.8
3.0
3.7
16.3
5.0
21.0
3.0
4.6
11.6
3.0
38.1
9.0
6.8
2.1
44.0
2.2
2.3
18.8
4.7
21.4
2.7
4.5
15.2
4.9
40.9
5.5
9.6
2.1
40.3
2.7
1.4
16.0
3.7
18.8
4.4
6.5
12.2
6.8
44.6
5.8
6.4
4.0
44.1
2.2
3.8
18.2
6.9
15.9
4.4
5.4
13.5
3.7
39.2
3.3
5.8
4.3
32.7
3.3
0.4
14.8
3.7
15.1
2.9
4.5
8.2
4.5
48.2
6.0
6.6
5.1
34.1
1.6
3.5
17.1
4.6
16.5
3.8
4.4
17.4
4.3
44.7
6.6
9.4
2.5
39.8
4.1
5.3
17.9
4.1
23.2
5.7
8.6
20.0
4.5
38.2
5.3
8.0
3.6
39.7
3.1
5.4
19.0
7.8
16.5
4.8
6.0
16.0
4.2
28.5
31.8
23.4
13.5
64.3
8.3
21.3
29.2
10.1
21.3
0.0
8.4
23.1
33.9
34.7
7.0
64.0
8.3
19.8
28.1
23.4
11.8
52.8
9.6
19.5
27.0
21.9
14.3
62.3
9.8
20.9
34.9
23.5
12.4
61.4
7.8
22.6
32.7
24.1
13.6
69.0
8.4
16.2
32.6
24.0
14.5
66.1
8.2
22.9
29.1
26.9
11.4
65.5
10.7
25.8
32.9
20.1
15.1
69.8
6.2
22.2
32.9
26.3
11.1
68.4
9.8
20.4
32.7
23.1
14.5
63.3
6.7
19.3
45.7
33.5
93.6
33.8
29.7
29.1
79.1
50.3
37.0
93.0
37.1
35.6
30.6
79.0
41.9
30.6
94.1
31.0
24.7
27.9
79.1
46.0
31.5
89.4
31.7
21.9
28.2
81.8
42.2
34.6
91.5
34.0
17.7
27.5
77.5
42.2
35.6
96.2
36.1
23.7
29.0
79.3
41.3
29.9
94.2
30.4
23.0
22.0
79.4
46.4
30.6
94.2
34.6
32.4
29.8
78.2
42.9
37.6
92.9
30.5
43.8
35.7
75.7
45.3
34.4
93.9
28.6
41.7
32.7
76.9
48.4
31.5
95.0
33.6
38.7
25.3
84.5
55.6
34.9
92.3
37.2
32.9
30.7
80.8
39.9
20.8
32.2
26.9
9.4
15.1
31.6
22.6
32.7
25.6
10.7
16.0
46.9
19.3
31.8
27.9
8.3
14.3
38.4
23.7
35.8
30.5
6.3
9.5
45.1
20.1
34.4
31.9
9.2
17.9
44.8
20.2
36.6
26.1
9.8
16.3
37.5
11.5
32.8
28.4
9.8
21.3
33.7
21.3
31.7
24.2
9.8
11.5
42.7
17.5
21.5
21.5
8.1
15.9
40.1
20.9
23.0
20.3
12.0
15.8
42.4
22.0
37.6
28.6
11.0
13.5
35.8
26.9
32.9
30.2
7.5
14.0
1 = New England; 2 = Middle Atlantic; 3 = East North Central; 4 = West North Central;
5 = South Atlantic; 6 = East South Atlantic; 7 = West South Central; 8 = Mountain; 9 = Pacific
b
c
d
e
a
7
375
Table 6A
Table 6A GENDER AND GEOGRAPHIC REGION
% Total
Sample
Number in Sample
I like to cook
PERSONALITY
Interesting
Winner
Self-confident
Sexy
Life-of-the-party
Tense
Patient
Gender
Male Female
1714
2043
1
190
2
546
3
643
Geographic Regiona
4
5
6
297
689
249
8
246
9
522
33.2
50.9
34.0
20.7
49.4
19.9
67.7
19.2
40.0
55.7
46.1
13.9
19.7
24.7
49.0
15.8
57.2
45.2
33.6
42.6
32.6
25.2
10.4
22.4
33.9
13.8
31.4
32.7
29.8
56.8
6.2
27.3
49.8
24.8
23.0
42.1
18.0
69.1
21.2
39.6
46.2
49.4
12.3
17.4
24.9
55.2
21.2
57.2
38.3
30.2
46.4
28.4
27.6
12.1
28.8
35.2
14.2
30.8
37.8
29.2
51.5
6.8
38.1
51.8
41.8
18.8
55.5
21.5
66.4
17.6
40.3
63.6
43.3
15.3
21.6
24.5
43.9
11.4
57.2
50.9
36.5
39.2
36.1
23.2
9.0
17.0
32.8
13.4
31.8
28.5
30.3
61.2
5.7
34.2
50.5
37.4
21.6
48.9
21.8
72.2
17.9
32.1
64.0
43.2
15.0
20.7
24.9
45.3
15.8
51.9
52.1
37.6
40.7
33.3
31.2
13.3
23.9
35.4
7.4
34.9
24.9
28.0
52.4
6.3
33.1
49.9
37.6
19.3
49.4
17.6
68.9
19.7
41.0
58.9
42.4
14.3
19.5
23.0
51.1
16.9
58.2
56.8
33.8
40.5
29.0
21.7
10.4
19.1
36.0
12.6
32.5
35.6
27.8
57.2
5.7
30.8
48.3
29.0
19.4
51.6
18.1
70.2
16.5
40.2
52.7
45.2
13.1
16.6
23.5
50.2
13.4
62.3
45.9
34.0
41.6
31.9
22.2
9.1
22.9
35.8
16.1
29.0
32.0
26.8
54.7
5.9
28.4
50.3
28.8
21.9
53.4
16.0
65.8
22.3
41.1
55.2
49.8
14.2
18.9
25.3
53.2
11.1
57.6
45.8
30.0
37.3
31.0
22.4
9.8
15.6
31.9
10.5
28.8
36.1
25.9
60.3
4.7
35.1
50.4
36.3
19.4
51.0
18.7
67.3
19.4
38.7
58.4
45.7
15.1
21.1
24.3
48.8
16.9
59.4
42.5
33.1
47.3
36.0
27.2
10.2
23.2
33.8
13.2
33.5
31.7
27.8
52.8
6.5
33.7
52.4
35.5
26.2
45.9
29.2
69.8
20.3
45.6
56.9
52.0
15.2
20.0
25.5
49.8
15.0
61.4
34.0
44.5
45.3
37.4
28.4
10.2
22.0
39.4
17.6
28.5
36.2
34.8
66.7
4.9
37.8
54.8
34.5
22.4
50.3
27.3
69.1
18.7
43.9
54.9
50.3
15.0
22.9
30.0
48.4
18.9
61.5
33.1
38.0
44.2
36.9
28.5
8.5
23.3
34.8
14.1
35.0
38.2
34.0
60.6
7.1
33.1
57.1
32.7
20.8
52.4
25.0
70.1
20.3
35.4
58.5
47.8
13.5
18.0
22.8
47.3
18.4
55.5
36.2
35.5
44.1
32.7
26.1
17.2
28.6
28.0
16.7
27.8
26.2
38.4
63.3
6.9
32.4
49.7
34.9
20.7
42.3
15.8
60.0
19.7
39.5
48.2
44.0
11.2
20.5
24.9
45.7
16.0
44.4
51.0
25.0
40.1
28.0
25.1
9.9
23.8
29.3
13.7
31.1
30.5
31.7
53.5
6.9
41.5
33.6
52.5
16.6
11.0
17.7
42.8
42.4
39.6
56.8
18.3
11.8
16.5
39.4
40.7
28.7
48.9
15.2
10.4
18.7
45.7
40.0
33.7
41.1
15.3
14.3
20.9
48.1
40.0
29.2
51.5
16.8
11.8
17.0
45.0
39.3
32.2
50.8
15.8
10.8
16.6
40.1
41.2
30.5
47.6
12.9
8.8
17.7
38.3
45.9
36.8
55.6
20.1
13.2
16.2
43.5
36.4
33.3
53.5
17.6
10.1
26.1
40.0
42.6
37.9
55.2
15.9
9.9
19.5
47.0
44.2
40.2
59.8
14.9
12.9
17.8
44.0
40.8
31.7
52.4
16.1
8.2
15.4
41.5
1 = New England; 2 = Middle Atlantic; 3 = East North Central; 4 = West North Central;
5 = South Atlantic; 6 = East South Atlantic; 7 = West South Central; 8 = Mountain; 9 = Pacific
c
a
7
375
Table 7
Table 7
PERSONALITY
% Total
Sample
HEAVY USER
Made pancakes
Attended a lecture
Went to movies
Took photographs
Used the Internet
Cooked outdoors
Jogged
Visited health club
Rented a video
Attended church
HEAVY USER
Pain relievers
Shower gel
Dandruff Shampoo
Lipstick (females)
Cigarettes
OWNERSHIPd
Personal computer
Camcorder
Microwave oven
Common stock
A handgun
Cellular phone
35mm Camera
E.R.
X-Files
Seinfeld
Fraiser
Saturday Night Live
David Lettermen
Humorous
Friendly
Affectionate
Personality
(terms that would definitely describe me; 5 or 6 on a 6-point scale)a
Fun
Dynamic
Shy Assertive Sensitive Independent Traditional
Intellectual Competitive
6.5
7.5
3.2
41.2
2.6
3.4
17.7
5.5
18.9
3.8
5.7
14.0
4.4
39.1
7.2
7.3
3.9
42.6
3.2
3.9
18.8
6.9
21.2
4.2
5.7
16.8
4.1
36.3
7.1
7.6
3.2
43.2
2.7
3.3
19.1
5.7
19.8
3.7
5.7
14.6
4.6
40.0
7.1
8.4
3.5
45.4
2.7
3.3
20.5
4.9
18.9
3.7
5.1
14.7
4.5
41.3
8.1
8.5
3.3
43.2
3.1
4.0
19.4
5.3
22.1
4.2
5.8
16.5
4.7
39.2
8.6
8.9
3.7
40.5
5.5
5.1
19.8
8.9
21.7
7.4
10.1
17.2
5.7
36.5
5.5
6.2
2.8
40.5
2.1
2.1
17.7
5.4
15.7
3.8
6.2
13.4
4.9
40.3
8.5
7.5
3.7
42.4
3.5
4.2
19.7
6.5
21.6
4.6
5.2
16.3
5.7
36.3
6.7
8.4
3.4
45.8
2.9
3.7
21.4
5.2
19.0
3.7
6.3
14.6
4.8
40.8
7.1
7.5
3.0
42.4
2.9
3.4
18.5
6.6
19.3
3.9
6.3
13.7
5.2
38.3
7.0
8.4
3.3
43.8
2.1
2.7
20.1
5.5
19.9
3.9
5.1
14.1
4.6
46.5
8.6
8.9
4.0
44.5
3.4
4.1
22.2
4.6
19.1
3.6
6.1
16.2
5.0
38.0
8.7
7.2
3.5
43.8
4.1
4.6
19.4
8.8
18.2
4.7
6.4
14.7
5.1
39.7
7.2
7.4
3.0
39.2
2.9
3.5
17.6
6.7
21.7
6.2
7.2
16.2
5.9
37.8
31.8
23.4
13.5
64.3
8.3
21.3
30.7
24.5
14.9
64.9
8.0
23.6
32.0
24.7
13.5
65.3
7.9
22.3
33.0
26.5
12.6
65.5
8.2
21.8
30.4
27.1
13.5
66.4
8.9
24.7
24.6
26.8
15.8
69.4
8.3
24.7
31.4
23.0
14.1
56.6
10.5
19.9
29.3
25.5
13.3
67.9
7.9
24.3
32.2
26.1
13.2
64.2
8.4
21.9
30.1
23.7
13.6
65.0
8.0
21.8
33.6
23.4
14.2
65.3
7.4
19.6
31.5
28.3
11.8
64.8
8.6
24.0
29.2
24.6
14.6
65.5
8.4
21.8
27.9
21.7
15.6
65.2
8.2
22.1
45.7
33.5
93.6
33.8
29.7
29.1
79.1
48.6
34.9
93.1
34.8
28.8
29.8
80.3
45.7
34.6
93.9
33.5
28.9
29.5
80.0
44.7
33.6
93.1
32.8
28.0
29.6
79.0
46.9
35.7
93.5
32.4
30.3
31.0
80.3
55.2
37.9
90.6
39.3
30.3
35.4
81.5
44.1
30.2
92.1
29.9
29.5
26.2
74.4
50.9
35.9
93.3
37.1
32.5
34.4
81.3
45.4
33.7
93.4
33.2
28.3
28.8
80.2
45.4
32.8
93.8
34.2
31.2
29.5
78.0
46.0
36.0
94.4
34.6
30.1
28.8
80.6
45.4
33.0
93.2
31.1
28.9
31.0
79.7
51.9
34.5
92.8
36.7
29.2
30.3
80.9
49.5
37.2
95.2
36.7
34.2
33.5
82.2
39.9
20.8
32.2
26.9
9.4
15.1
41.0
22.3
37.0
30.6
12.2
18.3
40.5
20.3
33.0
26.6
9.7
15.7
43.1
21.8
33.1
27.2
9.9
15.8
40.6
21.3
35.8
27.6
11.8
17.4
37.4
24.8
36.0
29.4
12.8
16.4
44.3
24.1
33.2
26.5
8.9
15.5
39.1
23.2
34.5
27.6
11.9
16.0
44.0
21.3
33.0
27.6
9.7
15.9
40.1
20.9
32.4
26.0
9.4
14.3
39.7
19.7
31.6
26.2
8.4
13.0
43.5
23.6
33.5
27.0
10.6
15.5
37.6
22.7
34.2
28.0
10.3
15.7
38.7
21.6
35.6
26.5
10.0
16.7
Respondents are assigned a characteristic if they indicate that the term would
definitely describe them: codes 5 and 6.
b
c
d
e
a
Romantic
Table 7A
Table 7A
PERSONALITY
% Total
Sample
I like to cook
PERSONALITY
Interesting
Winner
Self-confident
Sexy
Life-of-the-party
Tense
Patient
Humorous
Friendly Affectionate
Fun
Romantic
Intellectual Competitive
33.2
50.9
34.0
20.7
49.4
19.9
67.7
19.2
40.0
55.7
46.1
13.9
19.7
24.7
49.0
15.8
57.2
45.2
33.6
42.6
32.6
25.2
10.4
22.4
33.9
13.8
31.4
32.7
29.8
56.8
6.2
34.9
57.3
35.1
19.7
53.2
19.5
70.9
18.2
41.3
55.7
47.2
17.0
22.1
26.6
50.4
18.0
57.1
47.0
30.9
48.8
35.7
27.2
14.3
27.6
32.5
12.9
36.4
32.9
31.6
54.9
7.6
34.7
54.1
35.4
20.7
52.5
19.8
69.8
19.1
40.7
57.1
47.5
15.0
21.4
24.8
48.6
16.0
59.5
46.0
33.3
44.3
35.6
26.6
11.6
22.4
34.8
12.9
32.6
31.8
29.6
57.0
6.4
36.3
56.0
37.1
20.5
55.0
21.5
69.9
19.6
41.3
59.3
47.9
15.6
23.2
25.8
50.2
16.4
60.2
48.3
35.7
45.8
38.1
26.3
12.3
22.6
35.8
14.0
34.5
31.2
32.0
58.3
6.2
36.7
57.0
34.9
20.4
56.4
19.6
73.2
16.9
41.5
55.7
48.8
18.2
22.3
26.3
49.5
18.1
60.5
47.3
33.0
51.0
38.4
27.1
15.0
26.2
35.1
13.4
34.9
30.1
30.4
55.0
7.4
38.9
63.1
39.7
16.2
58.5
16.9
79.3
13.9
42.8
55.1
50.8
24.0
25.3
25.1
48.8
48.8
54.9
48.5
29.1
62.7
44.3
29.6
21.8
34.3
33.7
10.5
38.5
26.8
31.3
51.3
9.4
37.4
49.5
37.9
24.4
50.6
21.7
70.6
21.2
40.5
63.0
45.6
14.6
21.7
26.5
55.2
18.4
59.7
46.4
38.4
48.0
34.4
23.7
10.9
23.3
34.2
14.5
31.3
37.7
31.9
57.6
7.1
37.8
58.2
38.2
17.7
55.3
18.6
76.2
16.0
42.7
58.1
51.8
19.9
24.1
27.1
49.3
19.0
59.4
45.8
30.6
52.8
40.5
29.0
16.7
31.3
33.6
13.0
37.3
28.9
33.7
55.5
6.9
37.2
54.9
39.4
21.0
55.1
21.4
71.0
19.0
41.8
60.6
47.7
15.8
23.1
27.1
51.6
15.9
60.4
48.4
36.2
45.7
33.0
26.3
10.8
21.9
34.5
13.9
33.7
31.6
32.3
58.2
6.7
34.2
53.3
36.8
20.0
52.2
18.4
72.0
18.3
40.6
57.7
48.3
15.4
20.6
25.1
48.9
16.8
58.1
46.8
32.2
45.9
35.4
26.0
12.5
25.0
34.6
12.3
34.9
30.8
30.9
57.3
6.1
35.8
51.3
35.9
22.2
52.8
19.3
70.7
19.2
40.3
59.3
48.6
13.6
21.0
25.0
51.8
16.2
62.1
48.1
36.7
41.5
32.9
27.2
9.2
21.1
36.3
17.1
28.7
32.9
33.3
64.1
5.8
40.3
59.0
38.7
19.9
58.2
21.5
72.3
18.0
42.8
60.4
49.8
17.7
24.0
26.5
50.8
16.5
61.0
47.0
35.1
53.2
42.7
27.2
13.7
25.6
33.9
14.4
36.8
29.6
32.3
55.4
8.0
35.2
58.4
39.8
15.7
53.7
18.7
72.4
18.0
39.6
58.7
49.0
18.1
23.3
24.5
51.0
16.0
55.7
47.3
29.6
49.4
36.3
26.8
14.4
26.0
33.8
11.1
36.5
28.7
32.4
56.9
7.1
36.0
56.6
34.3
19.2
50.2
18.3
77.4
15.5
41.9
55.9
51.2
19.4
21.2
23.9
50.3
19.6
59.4
43.1
29.8
51.5
38.5
29.5
17.6
32.4
35.5
12.4
33.7
31.3
30.0
52.7
7.7
41.5
33.6
52.5
16.6
11.0
17.7
42.8
59.7
44.4
64.8
23.9
20.2
16.7
46.6
47.7
38.3
60.5
18.9
13.4
16.4
47.1
49.9
38.9
60.3
23.6
14.4
17.7
49.0
59.6
44.8
66.3
26.4
19.4
16.0
48.5
75.9
67.9
80.6
43.9
25.8
18.3
52.0
36.4
29.1
40.2
15.8
7.4
27.0
49.3
61.0
51.9
79.3
28.1
18.6
19.8
44.0
47.2
36.8
54.4
20.6
12.1
21.2
51.0
49.4
42.0
65.6
20.2
13.1
17.5
48.7
41.2
35.9
56.0
16.8
11.1
20.1
50.1
55.6
43.8
61.6
32.8
17.0
19.0
52.2
60.2
48.9
68.9
25.4
15.1
17.0
54.3
55.3
53.5
69.7
25.3
17.0
19.1
47.7
Personality
(terms that would definitely describe me; 5 or 6 on a 6-point scale)a
Dynamic
Shy Assertive Sensitive Independent Traditional

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Table 1

Oldest Child at Home

6.5 2.4 4.8 9.2 8.1 7.0 2.0 0.0 6.0

coded as: 1 = married; 2 = widowed; 3 = separated; 4 = divorced; 5 = single (never married)

Youngest Child at Home

Oldest Child at Home

coded as: 1 = married; 2 = widowed; 3 = separated; 4 = divorced; 5 = single (never married)

Youngest Child at Home

FEMALE EMPLOYMENT STATUS AND MOTIVATION

30.4 36.8 30.3 31.6 26.0 17.5

FEMALE EMPLOYMENT STATUS AND MOTIVATION

INCOME AND EDUCATION

Coded as 1 = professional; 2 = executive, manager, administrator; 3 = administrative support; 4 = sales;

Coded as 1 = professional; 2 = executive, manager, administrator; 3 = administrative support; 4 = sales;

AGE AND ETHNIC SUBCULTURE

AGE AND ETHNIC SUBCULTURE

GENDER AND GEOGRAPHIC REGION

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