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Zichlin School of Business Baruch College, City University of New York, USA.
An informal enquiry of the facial expressions of children as they queued up to meet Santa Claus during the 2003 Yuletide season showed that about 82% of the 300 children appeared to be indifferent to seeing Santa. As this finding seemed perhaps different from what conventional wisdom would suggest, that most children would be exhilarated or happy to visit with Santa, this study was replicated in 2004.
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