They are conflicted by their success. When they shop, they want to show they are not corrupted by money. One downsmanship is very big with them." Because Bobos perceive themselves as artistic and intellectual, they seeking "total experiences" that provide interaction than simply paying for the product, he said

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The need to provide a shopping "experience" is causing an increase in the number of retailers offering highly specialized products and services. For instance, at Build-A-Bear Workshop, customers stuff their own bears, create customized birth certificates, and choose customized clothing. Maxine Clark, chief executive "bear" of the St. Louis-based company, explained that the stores provide consumers with a more hands-on experience than they would get by simply picking stuffed bears off a rack.

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He discussed plans for several sites worldwide to serve as new venues for portions of the widely diverse Guggenheim collection. "We are looking to expand the definition of a museum…we see ourselves as reaching a wider audience. A museum’s focus is not to be narrow, but to offer a wide variety. To pretend that the larger world does not exist is not realistic. Our buildings are about amazement.

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Washington, DC; Raymond E. Braun, senior vice president at Economics Research Associates, Los Angeles; Herbert McLaughlin, head of design and research at KMD Architects, San Francisco; Patrick L. Phillips, president, Economics Research Associates, Washington, DC; and Michael S. Rubin, president, MRA International, Philadelphia.

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