Financial advisers are delving a little deeper when it comes to their wealthy clients, The Wall Street Journal reports. Increasingly, much as other industries, including retailing, real estate and pharmaceuticals already do, they are using psychological profiles to find out what makes them tick.

A cultural anthropologist recently wrote a report on the subject for JPMorgan Asset Management, for instance, that classifies the wealthy into five different types. There are the "thrillionaires," who enjoy spending; the "coolionaires," who enjoy splurging on esthetically pleasing things; the "reallionaires," who are willing to put down large sums of money on important items, but scrimp on other things; the "wellionaires," who spend freely on things that improve their looks, health or outlook; and, finally, the "willionaires," who enjoy making contributions to improve the world.

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