In this smart, engaging book, Lee Eisenberg, best-selling author
of" The Number: A Completely Different Way to Think about the Rest
of Your Life," leads us on a provocative and entertaining tour of
America's love/hate affair with shopping, a pursuit that, even in
hard times, remains a true national pastime.
Why do we shop and buy the way we do? 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 anti-consumerist 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."
Through the rest 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?
Are you a classic buyer (your "head" wants to do the right
thing), or a "romantic" buyer (your "heart" just wants to have
fun)? How do men and women differ in their attitudes towards
shopping, and does the old cliche -- "Women shop, men buy" -- apply
any longer?
Of special interest are the author's findings on the subject of
What Makes a Good Buy? We all purchase things that we sooner or
later regret, but what are the guidelines for making purchases that
we'll never regret? What, for instance, defines the perfect
gift?
Brimming with wit and surprise, "Shoptimism" will be delightful
and instructive reading for anyone with a credit card and a healthy
curiosity about American culture, through good times and bad. For
here, in one vivid journey, is a memorable, panoramic portrait of
our everyday self-delusions, desires, and dreams.
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