The Soul of the New Consumer

The Soul of the New Consumer

Authenticity -- What We Buy and Why in the New Economy

eBook - 2000
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Baker & Taylor
Argues that new consumers are driven to buy, either traditionally or online, through a desire for authenticity and individuality, forcing retailers and advertisers to respond to them accordingly.

Perseus Publishing
New consumers are revolutionizing the world of business, our culture norms and our social expectations. No longer confined by gender, age, ethnicity or income, new consumers are breaking down barriers, shattering stereotypes and redefining the marketplace and the very meaning of consumerism. From traditional to online retailing, from tracking "coolhunters" to exploring "tastespace," The Soul of the New Consumer: Authenticity - What We Buy and Why in the New Economy by David Lewis and Darren Bridger unearths the essence of new consumer behavior, explores the drive for authenticity over commodity and goes far beyond the simple concepts of how and what to answer the most important question of all - why? In an affluent world saturated with affordable products there are three new scarcities - time, attention and trust. Over the past decade, Lewis and Bridger have been at the forefront of researching these new consumers and, here, they report their observations. For companies large and small, no matter what their service or product, The Soul of the New Consumer provides the first profile of the independent, involved and well-informed new consumer who is challenging the way marketing, selling and business are done.

Publisher: London ; Naperville, Ill. : Nicholas Brealey Pub., c2000
ISBN: 9780585356716
Characteristics: 1 online resource (x, 246 p.) : ill
Additional Contributors: Bridger, Darren


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