December 22nd 2009
Shoptimism. Why the American consumer will keep on buying no matter what. Lee Eisennerg.
Shoptimism. Why the American consumer will keep on buying no matter what. Lee Eisenberg.2009. ISBN 9780743296250. This the author of the Number. This is an entertaining tour of America’s love/hate affair with shopping,something that remains a true national pastime. Eisenberg chronicles the dynamics of selling and buying from almost every angle. Neither a cheerleader for consumption nor an anti-consumerist scold, he explores the vast machinery aimed at inducing us to purchase everything from hair mousse to a little black dress. He leads us, with understated humor, into the broad universe of marketing, retailing, advertising, and consumer and scientific research–an arsenal of powerful forces that combine to form what he calls “The Sell Side.”
Through the rest of the book, Eisenberg leads us through the “Buy Side” — a journey directly into our own hearts and minds, asking among other questions: What are we really looking for when we buy? Why are we alternately excited, guilt-ridden, satisfied, disappointed, and recklessly impulsive? What are our biases, need for status, impulses to self-express, that lead us individually to buy what we buy?
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This book is fun, serious, well written and pokes some serious holes into some of the other books I have reviewed. It is a good diift for your children/young adults as well as yourself as we are all in there. I really liked it. Find out if you are a classic buyer or a romantic buyer? What is a Great Buy? Lots there for the retailer to learn from as well.
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Category: Communication, Lifeskills, Marketing
