Why people buy things they don't need
Subtitle: understanding and predicting consumer behavior
By: Pamela N. Danziger.
Publisher: Dearborn Trade Pub.
Published: 2004
Place of publication: Chicago
Language: eng
Number of pages: 291
Subjects: Consumer behavior; Consumers -- Research; Marketing research
Description: "Within the past decade, the way consumers shop has undergone dramatic change; more options are now available, including the ease of shopping from home via the Internet. Beyond that, a dramatic shift has occurred - thanks in part to the drop in cost in buying essentials, discretionary purchases have taken the lead." "Today, emotional spending is an integral part of any purchases consumers make. Spending is now based on wants, not needs. Another critical change? 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."--BOOK JACKET.
Notes: Includes bibliographical references (p. 276-277) and index.