What motivates consumers to buy? Is it pleasure? Education? Entertainment? Status? Or just an impulse? Knowing why consumers buy what they do is the secret to predicting how they will behave in the ever-changing marketplace. In most cases, much of what people buy are items they really don’t need. Focusing on the "whys" of spending, Danziger has meticulously profiled customers in more than 30 categories of discretionary spending through research based on surveys, interviews, and focus groups from a variety of people who make discretionary purchases. She provides readers with a vision of the future, giving them the foresight to anticipate the needs and desires of their customers. This groundbreaking guide will help marketers of all products understand the underlying motivators consumers use to both make their purchases and become satisfied, loyal customers.
In Why People Buy Things They Don’t Need, Danziger examines: • The 14 justifiers that give consumers "permission" to buy • Trends impacting why people purchase what they do • How to sell even more to these customers • The future of discretionary spending

是什么促使消费者购买？是快乐吗？教育？娱乐？状态？或者只是一时冲动？了解消费者为何购买他们所做的是预测他们在不断变化的市场中的行为的秘密。在大多数情况下，人们买的很多东西都是他们真正不需要的东西。丹泽格专注于消费的“原因”，通过基于调查、访谈和来自各种可自由支配购买人群的焦点小组的研究，对30多个可自由支配消费类别的客户进行了细致的分析。她为读者提供了对未来的展望，使他们能够预见客户的需求和愿望。这一开创性的指南将帮助所有产品的营销人员了解潜在的动机，消费者使用，使他们的购买和成为满意的，忠诚的客户。
在《人们为什么要买他们不需要的东西》一书中，丹泽格探讨了：•给予消费者购买“许可”的14个理由•影响人们为什么购买他们所做的事情的趋势•如何向这些客户销售更多的东西•可自由支配消费的未来