Pamela N.Danziger – Why People Buy Things They Don’t Need

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Author: Pamela N.Danziger

  • Trading books are a form of accounting ledger that contains records of all tradeable financial assets of a bank.
  • Trading books are subject to gains and losses that affect the financial institution directly.
  • Losses in a bank’s trading book can have a cascading effect on the global economy, such as those that occurred during the 2008 financial crisis.

Why People Buy Things They Don’t Need

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Home selling parties are on the rise. Internet shopping is finally taking off. And much of what people are buying is things they don’t need. Or do they?

Pamela Danziger shares insights about consumer behavior gleaned from more than 20 years of researching the “whys” of spending. No matter what they spend their money on, most consumers use one of 14 “justifiers” revealed in this ground-breaking guide. Danziger believes that in order for consumer-goods companies to survive in this shifting world, they must deepen their understanding of consumer motivation.

In most cases, “improving our quality of life” is at least one of the justifiers used. That one alone may encompass others, like stress relief, replacing an old item, beautifying the home, or simply the entertainment value of the shopping experience itself.

In this book you’ll find profiles of customers for nearly 30 categories of discretionary spending. You’ll find an exploration of 14 different “justifiers” people use to rationalize their purchases. The book includes examples from excellent marketers like Yankee Candle, Lenox, Bulgari, Tiffany, and Gateway among others who use their knowledge of these motivators to help consumers justify their purchases and become satisfied customers.

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