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The Soul of the New Consumer : Authenticity - What We Buy and Why in the New Economy | 
 enlarge | Authors: David Lewis, Darren Bridger
Publisher: Nicholas Brealey Publishing
Category: Book
List Price: $25.00
Buy Used: $0.94
You Save: $24.06 (96%)
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Rating:  7 reviews
Sales Rank: 1454142
Media: Hardcover
Edition: 0
Pages: 256
Number Of Items: 1
Shipping Weight (lbs): 1.1
Dimensions (in): 9.4 x 6.3 x 0.9
ISBN: 1857882466
Dewey Decimal Number: 658.8342
EAN: 9781857882469
ASIN: 1857882466
Publication Date: February 15, 2000
Availability: Usually ships in 1-2 business days
Shipping: Expedited shipping available
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Amazon.com Review
Why are people shopping, and buying, the way they do? The Soul of the New Consumer intriguingly explores today's marketplace reality, along with ways that businesses can adapt to keep pace. Authors David Lewis and Darren Bridger--chairman and head of retail research, respectively, at an international consulting firm--suggest that consumers in years past were "conformist in their purchasing patterns and motivated largely by a desire for convenience." But these days, they write, an increasing number are independent, informed, and distrustful of anything that does not ring true. Manufacturers, suppliers, and service providers hoping to stay on top of the market should therefore find their subsequent analysis and accompanying suggestions both thought-provoking and practical. They include: utilizing unique design to make products original (such as the low-priced wristwatches that grab buyers through novel appearance); spotlighting charismatic leaders to boost a company's credibility (such as Richard Branson at Virgin and Anita Roddick at The Body Shop); building trust in specific market areas and among individual consumers (through specialization and personalized messages); and striving for sincere buzz rather than phony hype (as exemplified by successful low-budget promotions for The Blair Witch Project versus failed big-dollar campaigns for Godzilla). --Howard Rothman
Product Description
In an era of 'cheap is chic,' wealthy shoppers haggle to win even the smallest discounts. Grey consumers, the fastest growing group of internet users, buy more rap/techno music than anyone else. And the power of micro-marketing and the Web have revolutionized forever the means of wooing new customers. The dawn of the New Consumer is here. Exploring the very essence of who these New Consumers are and what it takes to appeal to their needs, wants, and motivations, THE SOUL OF THE NEW CONSUMER offers a revealing look at the unseen influences driving consumer choice.
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| Customer Reviews: Read 2 more reviews...
 A Must Read for Anyone in Consumer Marketing November 18, 2002
R. Kleine (Bowling Green, OH USA)
5 out of 5 found this review helpful
Too many "business" books are heavy on war stories, light on principles or organizing theory. They are fun to read, but light on "so what?" Lewis and Bridger meld theory and observations from their consulting practice to offer an actionable framework for understanding the forces driving consumer preferences. Anyone in consumer marketing will cull valuable insights from this enjoyable to read book. This book would also make an excellent supplement for an undergraduate or MBA Consumer Behavior course.
 Soul.. Is A Strong Word.. February 6, 2002
0 out of 1 found this review helpful
Enjoyed this, also enjoyed "E-Customer" and "Why They Don't Buy" by Max Mckeown. ...Shame that more from the USA have not yet discovered this pair. The first is passionate and multi-colored, the second is comprehensive and practical. Read together they give you a superb framework for delivering the kind of CRM and Experience that customers really buy.
Fascinating & full of interesting facts November 8, 2001
This book was a really fascinating insight into why we buy things in the age of the Internet. It answers questions like: what do people really look for when making a buying decsion? What methods of selling work best with today's sophisticated consumers? and: Does market segmentation REALLY work? The photos weren't all that great, but otherwise its a pretty excellent book.
 Is there really a "new" consumer? October 15, 2001
Adam F. Jewell (Pittsburgh, PA USA)
5 out of 8 found this review helpful
Fundamentally, people don't change rapidly. Wants and needs, both material and emotional remain much the same over time. A rapidly changing workplace and technological innovation that result in tried and true human wants and desires manifesting themselves in different ways. Much as air pumped into a tire simply forms the shape of the tire, needs and wants of people are conforming to technological and social change."The Soul Of The New Consumer" discusses this phenomena based on extensive and impressive research by the authors. In the evolving marketplace, people seek timesavings, trust, and authenticity - things people have always sought but were previously more easily obtainable. Could it be that as people strive to fill the relentless demands of these "new" consumers, they themselves become short-changed on time, trust and a feeling authenticity in what they do and who they are; then add to the cycle of depravation as they themselves begin evolve into the "new" consumer model? As the marketplace evolves; businesses that speak honestly, listen intently, and save people time will flourish. That, in essence is the focus of this book. There is nothing new about this; it's going to take a while to figure out how to apply technology to reclaim what we had.
Consumers are Improving December 11, 2000
Edward Scott Haas (USA)
6 out of 6 found this review helpful
According to Lewis and Bridger the educated post-modern consumer is evolving. We are moving away from the compulsion to buy what our neigbors are buying ("keeping up with the Joneses" as they used to say) and no longer like to waste money. The "New Consumer" is concerned with "authenticity." We want our consumer choices to express a unique personal style and an ethic of critical thought, social and ecological responsibility and a connection with the past.
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