PRESS RELEASE

Danziger to Appear on CNN's Money Morning Show to Talk about Consumers' Discretionary Spending

Pam Danziger, consultant to industry on consumer drives and motivations and how they influence consumer behavior, to discuss her new book "Why People Buy Things They Don't Need"

Stevens, PA, July 10, 2002 - In an interview on CNN Financial News Network's Money Morning show, Friday July 12, 2002 at 8:55 a.m., Pam Danziger discusses the emotional dimension of consumer behavior as revealed in her new book, Why People Buy Things They Don't Need (Ithaca, NY: Paramount Market Publishing, 2002). "Today about $3 trillion, or nearly one-third of the total U.S. economy, is dependent upon consumers buying discretionary products and services they don't strictly need, but desire. Consumers today spend proportionately less on basic necessities, such as food, clothing and shelter, than they did twenty-five, thirty-five or even fifty years ago. But they spend more and more money on discretionary purchases that are motivated by emotion and desire," says Pam Danziger, president of Unity Marketing.

Danziger advises consumer product companies that a key trend that will impact their business in the future is a shift from consumers' desiring things to experiences. "Consumers today, especially the high spending baby boom generation, are turning away from continued acquisition of material things and directing their energy and money toward experiences. Boomers have a 'been there, done that," attitude about buying more things, rather their focus is on experiences that will enhance the quality of their lives. The secret of success for consumer product companies in the future is to view their products as consumers do, as a means for self-fulfillment. With that insight, wonderful new opportunities will present themselves for marketers to provide boomers the tools, equipment and accessories to help them fulfill their dreams. For example, wine tasting and collecting is becoming a keen consumer passion, but not only the wine producers are benefiting from this passion. Wine consumers also need to buy all the wine tasting accoutrements and accessories that enhance their experience, so that is good news for all the businesses that provide products to this market."

Danziger recommends marketers and retailers move beyond the rationally-oriented features and benefits of products and services and instead focus on the emotional satisfactions that drive consumer spending. "Brands with life and vibrancy that really speak to the consumer, do so on an emotional plane," says the author. "By uncovering the interior emotional life of the consumer you can devise marketing strategies, competitively position products and craft persuasive advertising messages. In essence, the 'why people buy' defines the brand."

Why People Buy Things They Don't Need is published by Paramount Market Publishing Inc., specializing in practical books for smart marketers (hardcover, 250 pages, $34.95). To order, call toll free 888-787-8100 or fax 607-275-8101. This book can also be purchased on the firm's website: http://www.paramountbooks.com or through your favorite bookseller.

As president of Unity Marketing, Pam Danziger advises companies on how to gain new insights into their consumer markets through research focused on why people buy and how to put that insight to work in more effective marketing strategies, brand positioning and advertising initiatives. She is currently working on her next book about the luxury market, entitled Reinventing Luxury: The Power to Pursue Your Passions. For more information contact Pam Danziger, Unity Marketing, 188 Cocalico Creek Road, Stevens, PA 17578; telephone (717) 336-1600; fax (717) 336-1601; mail@unitymarketingonline.com. For more information visit http://www.unitymarketingonline.com.