Shoptimism
in [Consumers]
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From: Dave U. Random on 5 Jan 2010 11:30 "SHOPTIMISM - Why the American Consumer Will Keep on Buying No Matter What" by Lee Eisenberg (Amazon.com: http://u.nu/68tf4 ) Washington Post With the results of another holiday shopping season ready to be tallied, it's a fitting time to read Lee Eisenberg's "Shoptimism," which examines the psychology of the American shopper and the lengths to which retailers go in order to decode it. The book identifies several archetypal shoppers and defines their spending habits. "The classic buyer buys, or tries to buy, from the head down: relies on reason, compares prices, weighs benefits, all in search of good value," Eisenberg writes. "For Romantics the heart, not the head, is the lonely hunter (or gatherer)." If you don't identify as a classic or romantic, perhaps you're a typical Martian or Venusian (man or woman, respectively), or maybe you fall into the dangerous Stop-Me-Before-I-Buy-Again category. It will be easy for most American consumers to see a bit of themselves in at least one of these models and get some perspective on their own shopping tendencies... Continued: http://u.nu/87tf4
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