The All-Consuming Lure of Luxury

Big-ticket shoppers aren't really buying things, says marketing guru Pam Danziger. It's the experience, a feeling they seek

That Americans are a nation of shoppers is obvious. Two-thirds of the economy is driven by consumer spending, but according to Pam Danziger, president of consumer market-research firm Unity Marketing, people have many reasons for buying nonessentials -- and companies have yet to understand all of them. "They pay lip service to the consumer, but they really don't invest [enough] in research," says Danziger, who also has worked for the marketing divisions of the Baby Bells and the Franklin Mint.

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