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People favor tax cuts in theory more than in practice. In a
2001 CBS News poll, 55 percent felt President Bush's tax cut would
most benefit the rich, compared with only 26 percent who felt it
would favor middle-income earners and 4 percent who thought it
would most benefit the poor. This is yet another example of how a
broad, generalized message about benefits for the â€œoverall
goodâ€? differs from a specific message about how a service
will benefit consumers individually. Perhaps in these times of
global uncertainty, more Americans will be open to the former
message, even as economic instability makes them more disposed to
Financial services companies might want to consider taking a
softer approach to the tax payment issue. Given the heightened
sensitivity common in times of recession and war, it may be wise to
use less aggressive anti-taxation messages, with words like
â€œhelp,â€? â€œeaseâ€? and â€œcontributeâ€?
in place of â€œfight,â€? â€œchallengeâ€? and