Ithaca, NY, July 12, 2002 - As modern American society becomes more "virtual," with electronic gadgets and computers invading every aspect of our lives, we crave more reality, according to author Pamela Danziger. This craving for reality is one of the motivators underlying the strong consumer economy, says Danziger, whose new book, Why People Buy Things They Don't Need, has just been released.

Speaking on CNN's Money Morning Show, Danziger said that the growth in sales of items like candles is a perfect example. "What could be more real than candles? They connect us to our history, they bring warmth to our homes, and let's face it, everybody looks good in candlelight." Moreover, the need to ground in reality is moving consumers from buying things to buying experiences, Danziger said. "When you go into a Pier I, you are entering a wonderful indulgent kind of environment" that tells you what your home could be like. "You are buying an experience, not simply pillows or dinnerware." The same drive for experiences leads people to buy special oils and soaps from retailers like Bed Bath & Beyond. "You are not buying soap, you are bringing home a mini-spa," Danziger explained.

Danziger identifies 14 justifiers people use to rationalize their needs and provides many examples from national companies which have learned how to tap the consumer psyche. In addition, over 30 product categories are examined in-depth, demographic segments are profiled and strategies are laid out to show best marketing practices.

Why People Buy Things They Don't Need, is published by Paramount Market Publishing, Inc, specializing in practical books for smart marketers. Available now (hardcover, 220 pages, $34.95). To order, call toll free 888-787-8100 or fax 607-275-8101. The book can also be purchased at http://www.paramountbooks.com or through your favorite bookseller.

To interview Pam Danziger or to find out more about her firm, Unity Marketing, contact her at 717-336-1600 or visit her website http://www.unitymarketingonline.com