2014

DDB Life Style Study® Discovers the Secret Lives of Americans Who Admittedly Cheat on Their Taxes

CHICAGO, April 12, 2012 /PRNewswire/ -- In the midst of tax season and intensified political campaigning, news headlines are dominated by contentious and partisan issues surrounding income taxes—who is responsible for what percentage, whether the rates are justified, and if the tax code should be revisited.  No matter how much most Americans complain about the burden of taxes, the majority of Americans claim honesty when it comes to filing their taxes. A recent DDB Life Style Study survey uncovered that while only 7% of Americans concede that they are likely to cheat on their taxes, the  "tax cheats" share some disconcerting overall characteristics.

Demographically, the biggest difference between cheats and noncheats this year is still gender (http://www.ddb.com/newsline/tax_chart_short.jpg).  Of admitted cheats, 72% are men. While 55% of tax cheats are under 45, somewhat surprisingly there are no other significant demographic differences between cheats and noncheats.

Based on the data from the DDB Life Style Study, the dishonesty that characterizes those who are tax cheats is, however, evident across many other chronic wanton behaviors (http://www.ddb.com/newsline/tax_chart_long.jpg), illustrating a skewed moral compass and an inflated sense of entitlement. For example, tax cheats are more likely than noncheats to keep the wrong change given to them by a cashier, take money from their child's piggy bank that they don't intend to return, and value their own happiness over that of others.

"The behavioral patterns of those who evade their taxes illustrate that tax cheats also have an inflated sense of entitlement compared to those who dutifully obey the law and pay their taxes in full," said Denise Kalfayan Delahorne, Group Strategy Director at DDB Chicago. "Tax cheats are more likely to consider themselves as 'better' and 'more attractive' than most people, and tend to value their own happiness ahead of others including their own children."

Tax cheats are more likely than their noncheating counterparts to engage in dishonest or unethical behavior such as:

For download:

Tax Cheat Infographic – Long Version:

http://www.ddb.com/newsline/tax_chart_long.jpg

http://www.ddb.com/newsline/tax_chart_long.pdf

Tax Cheat Infographic – Short Version:

http://www.ddb.com/newsline/tax_chart_short.jpg

http://www.ddb.com/newsline/tax_chart_short_new.pdf


Tax Cheats

Non Tax Cheats

Keep the wrong change given to them by a cashier

53%

23%

Feign liking somebody to be treated to dinner

31%

6%

Fabricate part of a resume

41%

6%

Work a job under the table while maintaining eligibility for unemployment benefits

60%

13%

Regift something rarely used and pass it off as new

47%

19%

Take credit for someone else's work to help get ahead

24%

6%

Find a decadent life of "sex, drugs, and rock-and-roll" appealing

39%

16%

Assert a superiority complex, claiming to be better than most people

52%

29%

Park in a handicapped space if no other places are closer

26%

6%

Seek out the rightful owner if they uncovered an unclaimed $100 bill

21%

38%

Declare they would put themselves ahead of their kids

40%

18%

Assert vanity claiming to be more attractive than most people

47%

27%

Value own happiness over that of others

51%

29%

About DDB

DDB Worldwide Communications Group Inc (www.ddb.com) ranks among the top five consolidated advertising and marketing services global networks, according to Advertising Age. DDB emphasizes Social Creativity to grow the value and influence of brands around the world by creating ideas that people want to play with, participate in and pass along. The agency is consistently one of the most awarded at the Cannes Festival of Creativity and was recognized by The Gunn Report as one of the Top 3 Global Networks for 10 of the last 12 years. DDB was also recently named the Spikes Asia Network of the Year for the second consecutive year and the Eurobest Network of the Year for the third consecutive year. DDB Worldwide is part of Omnicom Group Inc. (OMC) and consists of more than 200 offices in over 90 countries.

Contact

Jeff Swystun: 212-415-2186
Elena Weinstein: 212-415-2191


SOURCE DDB Worldwide Communications Group Inc.



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