At some point, you have probably purchased something you didn’t really need. In Why People Buy Things They Don’t Need, author Pamela Danziger explores the nature of consumer spending—including 14 reasons that people will use to justify an unnecessary purchase. To help businesses boost their marketing campaigns, she offers information on ways companies can capitalize on these reasons and convince these consumers to buy even more. Danziger profiles some of the country’s leading companies, such as Yankee Candle and Tiffany, and explains how they have mastered marketing products that people don’t necessarily need. Other chapter topics include examining consumers’ discretionary income, and trends that that have influenced consumer spending.
Pamela Danziger is the founder of Unity Marketing. A consulting company that helps luxury item companies market their products to the masses. Prior to establishing her own company, she worked for AT&T and Franklin Mint. Danziger holds a bachelor’s degree from Pennsylvania State University and a master’s degree from the University of Maryland.
Whether you are a business owner offering products or services that are not life-necessities, or are just curious about why people buy what they buy, then Pamela Danziger’s book, Why People Buy Things They Don’t Need, is a must-read for you.