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

This book is written for marketers. If you're a consumer, don't fail to read it - especially if you shop too much and save too little! Delves into the reasons consumers want things and can be manipulated into believing they need them. - Eric Tyson Author of Personal Finance for Dummies and Mind Over Money: Your Path to Wealth and Happiness

Why People Buy Things They Don't Need is the title of a book authored by marketing consultant Pamela N. Danziger. Have you ever pondered this question? Perhaps you have asked yourself "why on earth did I ever buy this item?" Danziger is a specialist in advising companies how to capture a bigger slice of the consumer market. Over a span of twenty years she has thoroughly researched the fundamental motives that induce people to buy and the results of her findings and insights are shared with us in her handbook. From the very first chapter the author's main contention is that people "do need" and as she states, "that is the simple answer to a profoundly challenging question." There is a desire to satisfy a need and it is this need that we must understand in order to be able to market our products effectively. In other words, understanding the emotional satisfaction of the purchase is of vital importance.The first section of the book deals with what we need and emphasis is placed on the act of consuming rather than the item being consumed. Emotion and desire become essential, as consumers need a reason to purchase. Various examples are provided in order to show how sales can be improved, if the seller only knew what we needed. The author recounts her own story when she was required to replace her dishwasher. The salesperson showed her various brands and ultimately she purchased the machine. However, as she points out, had the salesperson tried to probe further he would have discovered that all of her kitchen appliances were over ten years old. As we all are aware, ten years is the time when kitchen appliances begin to show their wear and tear. The element of justification would then have presented itself, as the purchaser would have permission to update and it would not have taken too much to induce her to purchase a stove and a fridge.The author presents us with a detailed analysis of this justification or permission to purchase by exposing to the reader fourteen "justifiers" that creates this motivation. These fourteen are based on quality of life, pleasure, beautifying the home, education, relaxation, entertainment, planned purchase, emotional satisfaction, replacing existing item, stress relief, hobby, gift to yourself, impulse purchasing, and status. As the Danziger maintains, "it is the justifiers that give consumers the illusion that they are acting rationally in purchasing, but in reality, they remain driven by personal desires and emotions."The second section of the book describes what is being purchased and the final section endeavours to show us where we are headed or what are the consumer trends.The book is undoubtedly an interesting addition to the growing collection of published materials pertaining to the subject matter.Norm Goldman Editor of Bookpleasures.com 

Pam Danziger has a clear understanding of the realities of today's marketplace and the trends for the future. She explains clearly and succinctly just how businesses can reap their share of the nearly 42% of spending Americans devote to discretionary items, backing it up with statistics and quotes from highly reliable sources. Examples throughout the book include the good, the bad and the ugly in manufacturing and retailing today. Far from merely promoting a simplistic "feel good" mentality, Danziger conveys an understanding of the various types of buyers, the justification they need to make their purchases, and how suppliers can deliver that message. Her observations speak volumes: "The consumer's feelings often may have more to do with the act of purchasing than with the object." This is a must-have marketing reference to read and re-read and then implement to reach your maximum sales potential.

Why People Buy Things They Don't Need by marketing expert Pamela N. Danziger offers truly fascinating insights into the psychology of impulse purchases and rampant consumerism, as well as why people are so quick to buy new stuff they don't use, especially before the old stuff is worn out! Motives such as "improving the quality of life", stress relief, compulsive shopping, and a great deal more are scrutinized in depth. Why People Buy Things They Don't Need is very strongly recommended as a solid and informative treatise delving into the conflicts and the hidden depths of the credit-card happy human psyche -- and how to use it to advantage in the marketplace of goods and services.

This book is an extremely insightful new book about consumer purchasing power. The book has been especially helpful to my clients and me (I am a retail consultant). We have found the consumer motivation and justification for the difference between a "want" and a "need" purchase to be fascinating. This book is a must-read for marketers, retailers, and sales executives.Thanks, Pam, for all your invaluable research! I look forward to using your research as a cornerstone for future planning.