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“The store offers so many great choices, and I always find other things to buy even if I don’t need them!â€
Surprisingly, Michelle is not alone in her “urges.†“Need is only a small part of the reason why shoppers buy,†says Pam Danziger, a nationally recognized expert specializing in consumer insights, president of Unity Marketing, and the author of the book, Why People Buy Things They Don’t Need: Understanding and Predicting Consumer Behavior...
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“Rather, it is the impact of emotion and how the shopper interprets their emotional desire that ultimately tips the scale.â€
Danziger suggests that it is the shoppers’ desire, not needs, that drives them to the store to shop. Driven by desire, rather than need, she concludes, people go shopping for recreation and fun...
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