Blog: You don't need that!
Leonie Barrie | 9 August 2004
Why do people buy things they don't need? It’s an interesting thought, and one that’s been tackled by market researcher and consultant Pamela Danziger in a new book: ‘Why do people buy things they don't need? Understanding and Predicting Consumer Behavior.’ Often quoted on just-style.com, Pamela believes emotional spending is an integral part of any purchase consumers make. Spending is now based on wants, not needs, she says.
Another critical change? Consumers are now in the driver's seat and control the marketplace. Once marketers learn how what drives and directs consumer behaviour, they can learn how to get people to buy more things they don't need! A word of warning though: the basic consumer personality is fixed over time. Bargain shoppers who religiously clip coupons and are willing to drive 30 minutes to save $5 will always be bargain shoppers.
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