50 45 20 40 35 Percent of observers that reported seeing individual consumers exhibit the behavior under consideration 30 25 20 20 15 10 5 Calmness Courteousness Happiness Anxiety Excitement Irritability Tiredness Grabbing Products 80 70 0 60 % of Participants 50 40 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 Year 100% 90% 85% 81% 80% 69% 70% 60% 50% 40% 30% 30% 27% 29% 29% 24% 21% 20% 16% 17% 8% 10% 5% 1%