Still, while affluents don’t want to overspend, they do not focus exclusively on low prices. Ipsos MediaCT’s July 2013 survey captured the mixture of attitudes that characterize many US affluents’ outlook on shopping. Barely one-third said they “usually buy brand-name packaged goods instead of generic or store brands.” At the same time, nearly three-quarters agreed with the statement, “Good value for the money is more important than price.” Affluents don’t want to squander money. But they have enough financial leeway to act on the insight that the cheapest item isn’t always the best bargain. Read the rest at eMarketer.