What We're Reading:
Shoptimism
Shoptimism
Reading this book is like having a cocktail party conversation with a standup comedian who has a Ph.D. in sociology. In Shoptimism, former Esquire editor in chief Lee Eisenberg keeps you rapt with witty observations and anecdotes about consumerism — in his own family and the culture we all live in. Then when you leave the party, you realize you just picked up flashes of insight into how and why you do what you do as a marketer.
Eisenberg explores every facet of what compels consumers to buy, even in tough times — from behavioral marketing and online communities to brain scans revealing the mysterious forces behind people’s tastes in beer. He offers theories into why we’re alternately excited, guilt-ridden, satisfied, disappointed and impulsive about buying. Even better is his guide to making purchases we'll never regret. We highly recommend this memorable ride through America's love/hate affair with shopping.