question to Tobin Smith reg. effect of Super Spender retraction of discretionary buying power I would like to undertand the math behind your assertion in your recent strategy lab column that a $1 decline of discretionary spending by the Super Spenders would results in the equivalent of $8 decline... presumably of the overall per household discretionary spending. If these Super Spenders account for 80% of the discretionary spending, wouldn't a $1 cutback by them simply add $0.80 to the relatively smaller discretionary spending cutback by the non-superspending households? What am I missing?
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