Spiritual consumption

Author: Pamela Danziger
Publisher: China Network Press
Publish Date: 2005-12-01
Features: In the past decade, consumer shopping patterns have undergone significant changes. Today, consumers have more diverse choices, including the convenience of shopping online from home. Additionally, there has been another major shift—due to the reduced cost of purchasing necessities, complementary goods have become the primary items consumers buy. Today, emotional consumption plays a crucial role in consumer shopping behavior. Current consumption behavior no longer stems from people's needs but from consumers' desires. Is this another pivotal shift? Now, it is consumers who control the market. Pamela Danziger, the author of this book and also a marketing expert, believes that understanding why people buy things they don't need is the key to successful marketing today. As long as marketers understand the "reasons" behind driving consumers to shop, they can enable people to spend money on more things they don't need. In Danziger's new book The Psychology of Shopping, she discusses many important points, including:
■ In-depth exploration and understanding of consumer behavioral motivations
■ "This is the right way" – Successful case studies of selling "non-essential" goods to customers
■ How to leverage purchase emotional appeals often overlooked by marketers
■ Fourteen legitimate reasons for consumers to shop with confidence
■ Thirty types of products people buy, from product descriptions to consumer characteristics, and how purchasing behavior occurs