Shoptimism: Why the American Consumer Will Keep on Buying No Matter What

This was one of the hardest books I have ever had to read.  Not being a shopper it made it difficult to get into the book.  Although it is interesting as to why people shop I found it amazing that someone would want to write a book on it.  Delving into the facts of why we buy and how some people are addicted to it was interesting.  Throughout the stages of this book Mr. Eisenberg shows us the differences between shoppers and the buy side and sell side of the process.  His research and real life experiences shows us that there seems to be a methodology of shopping and what is brought into the playing field.

He brings up points throughout the book about the marketing of brands and how sex sells, we as a nation have become a want nation.  We want what the Jones’ have so therefore we need to buy what they have.  He also shows how we have guilt for the purchases, do we really need it or is it just a want and in the end we convince ourselves that we need it, but feel bad for about a minute.  Its amazing to me how medical universities are wasting time on the brain functions when people shop, shouldn’t they be fixating on something more important like curing a disease?

We all know that shopping and buying things is because we want to fit in and be admired.  Everyone else has something then it must be good type of mentality, why?  Self-Actualization, Self Esteem, Social Behavior even Safety are part of the buying mentality, the way you shop seems to determine your personality and where you fit in society.  Credit cards have only made this worse, it allows people who legitimately have a problem with spending to spend what they don’t have just to fit in.

Technology has allowed the shopper to feel more at home with making their purchases from widgets to tests to see where you fit into the product makes the shopper feel more confident with their purchase.  There are so many different types of buyers, I myself fall into the get in get out category but I debate with myself and research the product for a while before I purchase it.  Overall the book was good, it allowed me further insight into the mind of a shopper and exactly how, why and who is doing all the buying in our country.  If you want to find out what kind of shopper you are or how to give the perfect gift then this is the book for you.