- Hardcover: 290 pages
- Publisher: Paramount Market Publishing; Revised edition (April 2004)
- Language: English
- ISBN-10: 0972529047
- ISBN-13: 978-0972529044
- Product Dimensions: 0.8 x 7 x 10 inches
- Shipping Weight: 10.4 ounces (View shipping rates and policies)
- Average Customer Review: 14 customer reviews
- Amazon Best Sellers Rank: #1,692,733 in Books (See Top 100 in Books)
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Why People Buy Things They Don't Need Revised Edition
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From Publishers Weekly
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. The bulk of the book consists of statistical summaries of 37 different product areas. The sales approach is one-dimensional and described only in sketches, though the marketing text covers the theoretical ideas with more depth and balance. The book appears to be aimed at marketing consultants who need to brainstorm ideas in different product categories, and for this audience the author provides the enthusiasm to inspire proposals and enough data for the first draft.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title.
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
Top customer reviews
A great read for anyone in the marketing industry.
My products fall into affordable luxuries so it was interesting to read what she had to say.
There are a wide range of products which fall in discretionary so there are some sections you can just ignore but it's excellent food for thought.
I've already lent it to a friend who sells items in the hobbies category!
As the book was written in 2004, the statistics don't go past 2003 which of course means some of it is already out of date as new technology has been created and adopted but overall, a great addition to your business book library!
I also got to the point with the author's repeated fixation on 9/11 that I had to put the book down. Enough is enough. That fixation only revealed to me the fact that the author's insight and point of view is very limited to the current and is United States centric. The author doesn't address a broader global view of wants and have a historical perspective of why people want to help other spot future trends.
Thanks, Pam, for all your invaluable research! I look forward to using your research as a cornerstone for future planning.
Most recent customer reviews
If you're a consumer, don't fail to read it - especially if you shop too much and save too little!Read more
I found that much of the people is a rehash of statistical studies in words.Read more