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1. In what sense is behavior graphic information about customers more diagnostic of their future purchase behavior than is, say, demographic information? 2. In your own words, explain how online behavioral targeting works. 3. In what sense is online behavioral targeting a potential invasion of one’s privacy? 4. If you were to design a psychographic study for a new chain of lower-priced coffee stores that are planned to compete against Starbucks, what lifestyle characteristics (i.e., people’s interests, values, and activities they participate in) might you consider as indicative of whether they might be interested in your new stores?

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