Why People Buy Things They Don't Need: Understanding and Predicting Consumer Beh
Why People Buy Things They Don't Need: Understanding and Predicting Consumer Behavior
Publisher: Kaplan Business | ISBN: 0793186021 | edition 2004 | CHM | 304 pages | 1,1 mb
Danziger, who owns a marketing research and consulting company, dismisses people who worry that too much personal spending imperils individual financial security and crowds out public spending; she even cites the World Trade Center attacks to argue that overshopping is a patriotic duty. Right-thinking Americans, according to the author, encourage people to buy things they don't need by focusing on the shopping and ownership experience rather than on the good or service itself. This "sell the sizzle, not the steak" advice is not original, but this book elaborates on it by defining five types of consumers using 14 different "justifiers" to make unnecessary purchases; some of these are illustrated by a company that exploits the niche.
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Mirror Mirror Unnecessary Purchases Ownership Experience World Trade Center Attacks Patriotic Duty Consumer Behavior Public Spending Danziger Financial Security Consulting Company Marketing Research Kaplan Crowds World Trade Center Niche Lt Consumers Mark
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