Why people buy things they don't need : understanding and predicting consumer behavior

Summary: Publisher's description: Emotional spending plays an integral part in consumer purchases. Spending is now based on wants, not needs. Consumers are in the driver's seat and control the marketplace. According to author and marketing expert Pamela N. Danziger, understanding why people buy what they don't need is the key to successful marketing today. Once marketers learn how the 'why' drives and directs consumer behavior, they can learn how to get people to buy more things they don't need. In Danziger's book, Why People Buy Things They Don't Need, she covers critical points, including insight into why consumers behave the way they do, real examples of companies that have managed to successfully target and sell consumers 'what they don't need', how to use the emotional aspect of buying often overlooked by marketers, 14 different justifiers that give consumers permission to buy, and examples of 30 different categories of things people buy, from product highlights to consumer characteristics, as well as how those purchases are made.

Record details

ISBN: 0793186021
Physical Description: xi, 291 pages : illustrations ; 23 cm
print
Publisher: Chicago : Dearborn Trade Pub., [2004]
Copyright: ©2004

Content descriptions

Bibliography, etc. Note:

Includes bibliographical references (p. 276-277) and index.

Formatted Contents Note:

Why people buy things they don't need -- What we need : more than you ever imagined -- If consumer spending is the engine of the economy, then discretionary spending is the "gas" -- The 14 justifiers that give consumers permission to buy -- What things people buy that they don't need -- What people buy : personal luxuries -- What people buy : entertainment, recreation, and hobbies -- What people buy : home furnishings and home d©♭cor -- Trends that impact why people buy things they don't need -- Pulling it all together : how to sell more.