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"Ice that burns" is better known as
Rumours
Information or stories spread from person to person without confirmation of their truthfulness.
Demographic
Statistical data relating to the population and the particular groups within it, often used for targeted marketing or policy making.
Behavioural
Relating to the actions or reactions of an individual or group in response to external or internal stimuli.
Psychographic
Relates to the study of personalities, values, opinions, attitudes, interests, and lifestyles of individuals or groups.
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