If you read “Why People Buy Things They Don’t Need” in hopes of finding philosophical justification for American materialism, you won’t find it in this book. Instead you’ll find thoughtful explanation by Pamela Danziger, author and president of Unity Marketing, of and why 9/11 marks the beginning of a new marketing millennium and how 9/11 has shifted the consumers’ behavior from buying things to buying experiences. The author is primarily a marketing professional writing for marketing professionals and gleans her analysis from experience and buying behavior of 13 categories of luxury products that act as a harbinger of national mood, consumer behavior and personal values. Danziger suggests that the landscape of consumerism has permanently changed since 9/11. She also predicts what we can expect in the upcoming consumer market place and what will happen to the market place when baby boomers go bust. Product designers might appreciate the detailed social science in this book. Excellent research is presented in numerous tables, charts and statistical data. Additionally psychographics are provided with Danzigers explanation of consumers justifiers, market segmentation, buyers attitudes and succinct case studies. The research in this book goes beyond marketing 101 and includes strategy to motivate buyers, drivers that affect purchase and marketing factors that tickle the buying bone.

“Why People Buy Things They Don’t Need” is an interesting and important read for anyone affected by the future retail economy. Right and left brainers will find a lot of useful information that will help in understanding consumers, clients and yourself.


ISBN-10: 9780793186020
ISBN-13: 978-0793186020


ISBN-10: 0972529047
ISBN-13: 978-0972529044

Review Written by: Keith Voit, an industrial designer living in Milwaukee, WI