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Within the past decade, the way consumers shop has undergone dramatic change; more options are now available, including the ease of shopping from home via the Internet. Beyond that, a dramatic shift has occurred—thanks in part to the drop in cost in buying essentials, discretionary purchases have taken the lead.

Today, emotional spending is an integral part of any purchase consumers make. Spending is now based on wants, not needs. Another critical change? Consumers are in the driver’s seat and control the marketplace. According to author and marketing expert Pamela N. Danziger, understanding why people buy what they don’t need is the eky to successful marketing today. Once marketers learn how the “why” drives and directs consumer behavior, they can learn how to get people to buy more things they don’t need. In Danziger’s book, Why People Buy Things They Don’t Need, she covers critical points, including:

• Insight and understanding into why consumers behave the way they do
• Real examples of companies “Getting It Right: that have managed to successfully target and sell consumers “what they don’t need”
• How to use the emotional aspect of buying often overlooked by marketers
• 14 different justifiers that give consumers permission to buy
• Examples of 30 different categories of things people buy, from product highlights to consumer characteristics, as well as how those purchases are made

About the Author

A nationally recognized expert in consumer marketing, psychology, and research, Pamela N. Danziger is president of Unity Marketing, a marketing consulting firm that serves consumer-product businesses. Understanding the “whys” that underline consumer behavior, she has been quoted and interviewed by numerous top business publications, as well as network news shows, and her client list includes many Fortune 500 companies. Her consulting work is designed to help companies capture more market share and build brad equity by deepening their understanding of their customers. Prior to founding Unity Marketing, Pam worked for Franklin Mint, where she was director of competitive analysis, and also worked for Bell Communications Research and a major Washington trade association.