Why People Buy Things They Don t Need--Understanding and Predicting Consumer Behavior


Why People Buy Things They Don't Need—Understanding and Predicting Consumer Behavior

PAMELA N. DANZIGER

This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional should be sought.

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Copyright © 2004 by Pamela Danziger

Published by Dearborn Trade Publishing

A Kaplan Professional Company

All rights reserved. The text of this publication, or any part thereof, may not be reproduced in any manner whatsoever without written permission from the publisher.

Printed in the United States of America

04 05 06 10 9 8 7 6 5 4 3 2 1

Library of Congress Cataloging-in-Publication Data

Danziger, Pamela N.
    Why people buy things they don't need : understanding and predicting
  consumer behavior / Pamela N. Danziger.
      p.    cm.
    Includes bibliographical references and index.
 

ISBN 0-7931-8602-1

1. Consumer behavior. 2. Consumers—Research. 3. Marketing research. I. Title.

HF5415.32.D36 2004

658.8'342—dc22

2004003269

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For Greg and the boys

About the Author

A nationally recognized expert in consumer marketing and psychology, Pamela N. Danziger founded her marketing research and consulting firm, Unity Marketing, in 1992. Her expertise lies in understanding the whys that underlie consumer behavior, and how companies can use insights based on consumer psychology to predict the future of their marketplace.

Frequently called on by the media to comment on consumer shopping trends, she has appeared on NBC's Today Show, the CBS News Sunday Morning show, Fox News, NPR's Marketplace, and CNNfN, and is quoted regularly by The Wall Street Journal, The New York Times, Washington Post, Los Angeles Times, Chicago Tribune, American Demographics, Forbes, USA Today, Brandweek, Associated Press, and others.

Luxury companies both here and abroad rely on Unity Marketing for insight and statistics on the luxury market. Among the luxury leaders that Pam advises on the changing luxury market are LVMH, Richemont, Pinault Printemps Redoute, Lenox, Starwood Hotels, Crystal Cruises, Nissan, Bulgari, Gold Council, Polo Ralph Lauren, Herend Porcelain, Bernaudaud, Waterford/Wedgwood, Target Stores, and Stueben Glass.

Pam is currently working on her next book, Let Them Eat Cake: Marketing Luxury to the Masses—as Well as the Classes. She holds a BA degree from Pennsylvania State University, as well as a Master of Library Science degree from the University of Maryland. Prior to founding Unity Marketing, she worked for a major Washington trade association and Bell Communications Research. Her last job was at the Franklin Mint, where she was director of competitive analysis, gathering marketing information to identify trends in the collectibles market.

Pam Danziger
Unity Marketing
Phone: 717-336-1600
Fax: 717-336-1601
http://www.unitymarketingonline.com
Pam@UnityMarketingonline.com