The Soul of the New Consumer: Authenticity - What We Buy and Why in the New Economy Paperback – 18 Feb 2001
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New consumers are a potent economic force. This guide profiles them, merging research from marketing, psychology, sociology and economics to explore the essence of the new breed of consumer, discovering what motivates them, what they buy and why, and how to turn these profiles into profits.
About the Author
DR. DAVID LEWIS is a Chartered Psychologist and co-founder and Director of Research at independent research consultancy Mindlab International. The author of over 30 books, including The Soul of the New Consumer (also published by Nicholas Brealey Publishing) and Impulse, David has been dubbed the father of neuromarketing for his pioneering studies on analyzing brain activity for research and commercial purposes. www.thebrainsell.co.uk
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I enjoyed reading about the influences on and analysis of consumption but where the book disappointed me (and the reason I only gave it four stars) was that the end - the bit about how to flog stuff to new consumers - seemed unlike the rest of the book. It lacked the excitement of discovery that made the majority of the book such a great read.
Perhaps it was just that I like reading about people who sound a bit like me, but don't like to read about how to manipulate me into buying stuff, despite the fact that I work in retail most of the time. The end of the book appeared to have been added later to make it sell better to the ad agencies and marketing departments looking for the new new thing and a quick fix.
The bits written by Dr. David Lewis, chartered psychologist, engaged me more than the bits written by David Lewis, member of the Institute of Direct Marketing.
Still, a good read and a bit of an eye-opener.
Most helpful customer reviews on Amazon.com
"The Soul Of The New Consumer" discusses this phenomena based on extensive and impressive research by the authors. In the evolving marketplace, people seek timesavings, trust, and authenticity - things people have always sought but were previously more easily obtainable. Could it be that as people strive to fill the relentless demands of these "new" consumers, they themselves become short-changed on time, trust and a feeling authenticity in what they do and who they are; then add to the cycle of depravation as they themselves begin evolve into the "new" consumer model?
As the marketplace evolves; businesses that speak honestly, listen intently, and save people time will flourish. That, in essence is the focus of this book. There is nothing new about this; it's going to take a while to figure out how to apply technology to reclaim what we had.
Anyone in consumer marketing will cull valuable insights from this enjoyable to read book. This book would also make an excellent supplement for an undergraduate or MBA Consumer Behavior course.