Publisher's description: Emotional spending plays an integral part in consumer purchases. Spending is now based on wants, not needs. Consumers are in the driver's seat and control the marketplace. According to author and marketing expert Pamela N. Danziger, understanding why people buy what they don't need is the key to successful marketing today. Once marketers learn how the 'why' drives and directs consumer behavior, they can learn how to get people to buy more things they don't need. In Danziger's book, Why People Buy Things They Don't Need, she covers critical points, including insight into why consumers behave the way they do, real examples of companies that have managed to successfully target and sell consumers 'what they don't need', how to use the emotional aspect of buying often overlooked by marketers, 14 different justifiers that give consumers permission to buy, and examples of 30 different categories of things people buy, from product highlights to consumer characteristics, as well as how those purchases are made.