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Why People Buy Things They Don't Need: Understanding and Predicting Consumer Behavior (Paperback)

by Pamela Danziger (Author) "Because they do need! That is the simple answer to a profoundly challenging question ..." (more)

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Product details

Paperback: 304 pages
Publisher: Kaplan Business; New edition edition (1 Jul 2004)
Language English
ISBN-10: 0793186021
ISBN-13: 978-0793186020
Product Dimensions: 22.9 x 15.5 x 1.5 cm

Average Customer Review: 3.0 out of 5 stars See all reviews (1 customer review)

Amazon.co.uk Sales Rank: 296,797 in Books (See Bestsellers in Books)

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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. Focusing on the "whys" of spending, Danziger has meticulously profiled customers in more than 30 categories of discretionary spending through research based on surveys, interviews, and focus groups from a variety of people who make discretionary purchases. She provides readers with a vision of the future, giving them the foresight to anticipate the needs and desires of their customers.This groundbreaking guide will help marketers of all products understand the underlying motivators consumers use to both make their purchases and become satisfied, loyal customers.

In "Why People Buy Things They Don't Need", Danziger examines: the 14 justifiers that give consumers "permission" to buy; trends impacting why people purchase what they do; how to sell even more to these customers; and the future of discretionary spending.

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Because they do need! That is the simple answer to a profoundly challenging question. Read the first page

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5 of 5 people found the following review helpful:

3.0 out of 5 stars How to Make People Buy Things They Don't Need, 20 April 2007

By	SARAH MCCARTNEY (London, England, UK.) - See all my reviews (REAL NAME)

I mistakenly bought this book thinking it was going to be a serious look at the problem of overspending, a bit like the fascinating BBC series, Spendaholics. Instead it was chapter after chapter of how to make lots of money by finding ways to encourage people to buy things they don't need, and how this is a wonderful thing for business.
Maybe it is, but I found it depressing. This is an amazingly upbeat book about how happy people will be when they have lots of lovely new things, about how important it is to keep up with the Joneses, and preferably beat them into a shopping pulp with your new aquisitions. It presents one of the strongest cases for perpetuating the myth of how possessions mean happiness that I've ever read. If you want environmental responsibility, the misery of debt, shopping to fill emotional vacuums or any of the reasons we shouldn't buy things we don't need, you've come to the wrong place.
I gave it three stars not one because it should be read in order to understand the theory that more things make people more happy. Pamela Danziger is a true believer and she presents the business case with a zealous fervour. I happen to think she's wrong but for me it's a case of 'know thine enemy'. At the same time I bought a book called Serious Shopping; that's the one I really needed for my project: an academic publication about the psychology behind understanding shopping disorders.

What was really irritating was then when it arrived, I realised I already owned a copy. She'd succeeded.

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