Shoptimism: Why The American Consumer Will Keep On Buying No Matter What

Lee Eisenberg

'In a work that will explain much about the American character, Eisenberg chronicles the dynamics of selling and buying from almost every angle. Neither a cheerleader for consumption nor an anticonsumerist scold, he explores with boundless curiosity the vast machinery aimed at inducing us to purchase everything from hair mousse to a little black dress. He leads us, with understated humor, into the broad universe of marketing, retailing, advertising, and consumer and scientific research - an arsenal of powerful forces that combine to form what he calls 'The Sell Side.'' 'In the second part of the book, Eisenberg leads us through 'The Buy Side' - a journey directly into our own hearts and minds, asking among other questions: What are we really looking for when we buy? Why are we alternately excited, guilt-ridden, satisfied, disappointed, and recklessly impulsive? What are our biases, need for status, impulses to self-express that lead us individually to buy what we buy?'--BOOK JACKET.

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