Treasure Hunt : Inside the Mind of the New Consumer by Michael J. Silverstein, John Butman

Treasure Hunt : Inside the Mind of the New Consumer by Michael J. Silverstein, John Butman

A good book about consumer psychology. Conventional wisdom would say that a middle-class consumer just buys in the middle-tier price range, but Treasure Hunt says that is no longer the case. The key insight is that consumers will trade up (ie splurge) or trade down (ie buy cheap/good enough) in different categories, depending on what is important to them. This emerging behavior has big economic implcations. So the future will belong to brands, retailers, and lead-gen services that cananticipate where consumer demand is likely to tradee up- or down.