HOME SELLING PARTIES ARE ON THE RISE. Internet shopping is finally taking off. And much of what people are buying are things they don\'t really need. Or do they? Why are Americans buying home textiles, kitchen gadgets, lots of computer software, candles and aromatherapy products, new furniture before the old stuff is worn out, gardening items, and a host of other discretionary purchases? Pamela Danziger shares insights about con-sumer behavior gleaned from more than 20 years of researching the "whys" of spending. No matter what they spend their money on, most consumers use one of 14 "justifiers" revealed in this groundbreaking guide. Danziger believes that in order for consumer-goods companies to survive in this shift-ing world, they must deepen their understanding of consumer motivation. In most cases, "improving our quality of life" is at least one of the justifiers used. That one alone may encompass others like stress relief, replacing an old item, beautifying the home, or simply the entertainment value of the shopping experience itself. Why People Buy Things They Don\'t Need is based upon surveys, interviews, and focus groups with hundreds of men and women of all ages who make discretionary purchases-who buy things they could probably do without. Ms. Danziger explains that the roots of human behavior are remarkably stable throughout one\'s life, and these roots are the best predictors of how changes in the external environ-ment will affect consumer behavior. With this understanding, you learn more about how the aging of baby boomers, increased ethnic diversity in the United States, higher educational attainment, and the growth of the internet will create growth opportunities for all kinds of discre-tionary products-especially for manufacturers and retailers who have a deep understanding of the motivations behind purchases of their products, In the pages of Why People Buy Things They Don\'t Need, you\'ll find profiles of customers for nearly 30 categories of discretionary spending. You\'ll find an exploration of 14 different "justifiers1" people use to rationalize their purchases. The book includes myriad examples from excellent marketers like Yankee Candle, Lenox, Bulgari, Tiffany, and Gateway among others who use their knowledge of these motivators to help consumers justify their purchases and become satisfied customers. Practical tips for using the knowledge you gain from Why People Buy are just one more reason you need this book. Corporate leaders, marketing and sales executives, strategic planners, futurists, retail-ers, and merchandisers are sure to benefit from the deeper understanding of consumers provided in Why People Buy Things They Don\'t Need.