Specifically, John and two colleagues from Carnegie Mellon set out to study a common contradictory attitude toward Internet privacy.

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The master researchers and PR wizkids at Edelman conduct the annual Edelman GoodPurpose Study, , which surveys the attitude of 8, 000 consumers across 16 countries in regards to social issues and the results they expect from brands and corporations.

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Showering them with messages aimed at making them feel good about themselves may have instilled "a cavalier, defensive attitude, " causing them to study less, the study says.

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There are students even at this level that have a attitude that they know all going into our last semester of study.

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The OfCom study (and the first wave of that report which came out in November 2012) was based on consumer attitude, not actual data.

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