Pamela N. Danziger – Why People Buy Things They Don’t Need
Synopsis
Consumers shop to satisfy emotional needs and desires – if a company is selling to emotion, then it’s in the business of luxury. What motivates consumers to buy? Is it pleasure? Education? Entertainment? Status? Or just an impulse? Knowing why consumers buy what they do is the secret to predicting how they will behave in the ever-changing marketplace. In most cases, much of what people buy are items they really don’t need.
Review
A must-read for marketers who want to go beyond the numbers and understand the whys of consumer behavior. — Joe Walsmith, Chairman of the Board, Willitts Designs
I will recommend this book to all of our clients who are interested in understanding today’s luxury marketplace. — Brenda G. Saget, Vice President, and Publisher, House & Garden
Pam’s reminds us that a company’s greatest asset is its customer. — Stan Krangel, President, Lenox
Powerful reading for anyone responsible for building brands. — Craig Rydin, CEO, Yankee Candle Company
This book is required reading for everyone in the giftware industry. — Jim Barch, President & CEO, Royal China, and Porcelain Companies.
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