Paul Friederichsen on Why Consumers Buy What They Buy
September 1, 2004—Paul Friederichsen, Executive Vice President of the Hauser Group in an ongoing series on branding and advertising looks at the psychology of the consumer discussing the book, “Why People Buy Things They Don't Need”, by Paula Danziger. Friederichsen looks at the role branding plays in consumer purchases and the categories of both discretionary spending and consumers who spend discretionary dollars.