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Soap or Census?

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Science  15 Oct 2010:
Vol. 330, Issue 6002, pp. 311
DOI: 10.1126/science.330.6002.311

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Will people really out themselves for discounts on cleansers and other products? The answer seems to be yes. The census short form asks for a person's name, date of birth, gender, housing status (own or rent), phone number, address, and race—plus details about those who live with him or her. An online form from Proctor and Gamble promising $1 off Dawn dish soap asked pretty much the same things: name, date of birth, gender, phone number, and address.

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