Why People Buy Things They Don't Need

How do you market something that people don't really need?

From fine art to VCRs, US consumers spend an average of 41% of their personal income on discretionary items -- the little (and big) luxuries that they buy not because they absolutely need to, but because they want to.

But first, they have to give themselves "permission" -- a justification for the purchase -- and the brand's marketing has to promise their indulgence will be worth it.

Based on intensive market research, the book Why People Buy Things They Don't Need helps business-to-consumer marketers understand how to brand, advertise and position discretionary products from personal PCs to pet accessories. It includes:

Details on the 14 "Justifiers" consumers use to rationalize purchasing things they don't absolutely need -- underlying motivators your marketing can tap into

• How to market to the different segments of discretionary purchasers: impulsives, conflicteds, careful indulgers, bargain hunters and self-expressives. (Note: did you know the self-expressives are the biggest group by far?)
• Snapshots of real-life marketers doing it right - Yankee Candle, Bulgari, Jenn-Air, ABC Carpet & Home, Ethan Allen, Lenox, Hallmark, Tiffany, and Gateway Computer
• Lots of data on how American men and women spend discretionary income - useful charts

Plus, Why People Buy features Marketplace Profiles for 28-specific types of products targeting discretionary income:

At the heart of this book are Marketplace Profiles for the 28-most common items American spend discretionary income on. Each three-page profile includes a sales-chart breaking down the category into further niches; purchase drivers for the category; key demographics for typical buyers; and demographic variables that could affect marketing. Profiles include…

Home and garden:

• Lamps and lighting accessories
• Vases, urns, pots
• Art, prints, lithographs
• Tabletop china, crystal, silver, etc
• Wall decor, sconces, mirrors, tapestries
• Figurines and sculptures
• Garden equipment, decorative items for garden, patio
• Florals and greenery for indoor use
• Furniture
• Picture frames
• Home textiles
• Flowers, seeds, etc. for outdoor landscaping
• Kitchenware and accessories

Entertainment & Hobbies

• Audio equipment, stereo systems
• Crafts, supplies, sewing, knitting, needlework
• TVs, radios, VCRs
• Sporting goods, exercise equipment, supplies
• Pre-recorded videos and music
• Books, magazines, and newsletters
• Collectibles
• Photographic equipment and supplies
• Greeting cards and stationery
• Computers, software for home use

Luxuries & Stuff

• Jewelry
• Christmas and other seasonal decorations
• Special personal-care products
• Candles
• Toys, games, and dolls

If you are involved in advertising or marketing anything on the above list, we heartily recommend you pick up a copy of Why People Buy Things They Don't Need today so you can better tap into the underlying motivators for your marketplace.

Yes, it's 100% satisfaction guaranteed.

Reader reviews

"I will recommend the book to all of our clients who are interested in understanding the changing dynamics of today's luxury marketplace"
Brenda G Saget
VP & Publisher
House & Garden

"This extremely insightful book will be required reading for our marketing and creative team. This is a must read for marketers who want to go beyond the numbers and understand the whys of consumer behavior."
Joe Walsmith
Chairman
Willitts Designs

"This book is required reading for everyone in the giftware industry -- regardless of position or experience. Pam shares incredibly valuable insights gleaned from thousands of individual customer contacts -- research that would be completely unaffordable for any individual company in the industry."
Jim Barch
President & CEO
Royal China and Porcelain Companies

"Her passion for consumer insight, focused on both the rational and emotional levels, is powerful reading for anyone responsible for building brands."
Craig Rydin
CEO
Yankee Candle Company