How people behave and make decisions
Interests are based on purchases, memberships, magazine subscriptions, and survey responses.
All interests are scored on a scale of 1 (low) to 9 (high). Recency, frequency, monetary value, and number of sources are considered.
Joe subscribes to magazines, possibly about cats. He might be a cat owner and buys books infrequently.
Interests are based on observed data, whereas Behaviors make estimates based on the observed data. Furthermore, Behaviors describe the family while Interests describe the person.
family.behaviors- Estimated behaviors associated with the family.