Trading Up

By Michael J. Silverstein, Neil Fiske, John Butman

Book cover of Trading Up: Why Consumers Want New Luxury Goods--And How Companies Create Them

Book description

Trading up isn't just for the wealthy anymore. These days no one is shocked when an administrative assistant buys silk pajamas at Victoria's Secret. Or a young professional buys only Kendall-Jackson premium wines. Or a construction worker splurges on a $3,000 set of Callaway golf clubs.

In dozens of categories,…

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Why read it?

1 author picked Trading Up as one of their favorite books. Why do they recommend it?

Every time you buy something, aren’t you wondering if you should have bought something else? These authors show how companies make use of our endless waffling about coulda-shoulda-woulda, and focus on all of those categories that you might have overlooked as being part of the status quest, like dog food and appliances, as well as the things that you know the corporate world is doing an upsell on, like sporting equipment and wine. Along the way, you begin to realize that absolutely everything you ever buy, give, or receive is carrying a message about your actual identity -- or the…

From Monica's list on why humans have so much stuff.

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