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Book Cover - N&NR - Shoptimism Shoptimism: Why the American Consumer Will Keep on Buying No Matter What. By Lee Eisenberg. 352 pages. Free Press. $26. Shoptimism: Why the American Consumer Will Keep on Buying No Matter What
by Lee Eisenberg

A research-based journey through the hearts and brain waves of American consumers.

Americans will never stop shopping, or so says Lee Eisenberg, whose exploration of the machinery of consumerism provides new insights into Americans’ relationship with consumption. Based on three years of research in what he calls the “Buy” world, Eisenberg’s “engaging read” provides a tour of American malls, mega-stores, and online shopping, supplemented by interviews with shoppers, industry experts, neuroscientists, and his own experiences as a senior exec at Lands’ End, a creative consultant in women’s fashion, and a Target floor walker—during the holiday season. In spite of the recession, Eisenberg notes that Americans are still shopping, and he tries to answer why in this thoroughly researched and multi-faceted account. Writes Publishers Weekly: “Dividing the retail landscape into Buy and Sell, Eisenberg provides a cornucopia of consumption trends, brain scans indicating beer preferences, ZIP Code-based lifestyle data, psychographic information, blogs and buzz measurement.”

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November 2, 2009 | 9:35pm
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This Week's Hot Reads

by The Daily Beast

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