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Luth Research's IndicatorEDG(TM) Study Finds Americans' Hopes of Achieving Their Dreams Are Fading
Date:2/10/2010

SAN DIEGO, Feb. 10 /PRNewswire/ -- Luth Research's IndicatorEDG survey finds Americans are less likely to feel their dreams are attainable.  Back in the third quarter of 2006, 62% of Americans said they had an excellent, very good or good chance of achieving their personal dreams.  Now 55% of Americans feel this way.  On the flip side, 23% of Americans feel there is not a good chance or it is impossible for them to achieve their dreams – compared to 17% in Q3 2006.  

Why so much dashing of dreams?

The Luth Research IndicatorEDG quarterly survey of 5000 Americans begun in Q3 2006 sheds considerable light on this.  First of all, fewer Americans think their lives are better this year than last (36% now vs. 53% in Q3 2006.)  It is the nature of Americans to be optimistic and the survey certainly finds this.  But fewer Americans think life will be better a year from now compared to Q3 2006 –54% vs. 66%.  

Is it the economy?

Yes and no.  Clearly sellers of big ticket items need to be worried.  Now, 62% of Americans do not expect to buy expensive items like computers and washing machines.  This is up substantially from 45% in Q3 2006.  Along the same lines, purchase intent for cars is now 10% vs. 13% in Q3 2006.

But, American optimism is certainly in evidence on the subject of the economy.  Almost half (48%) feel the economy will be better in a year.  This has been climbing steadily since the 32% recorded in the Q3 2006 benchmark, with a significant jump just following the 2008 presidential election.

Roseanne Luth, CEO of Luth Research says, "Today's economic realities are having a fundamental impact on the American consumer.  As resilient as Americans have always been,
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SOURCE Luth Research
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