?Incredibly smart and illuminating?. packed with insights on
how shoppers think and behave.?
?An upbeat survey of a range of consumer brands?Whirlpool,
Belvedere, Williams-Sonoma?which, the authors argue, are successful
because they appeal not just to the material needs of consumers but
to their emotional desires.?
?Rebecca Mead, The New Yorker
?Anyone who has passed a Dunkin? Donuts to duck into a Starbucks
recognizes the phenomenon. For brands that have smartly positioned
themselves, from Victoria?s Secret to Williams-Sonoma, trading up
is paying off.?
?Robert Weisman, The Boston Globe
?Trading Up helps to explain an important trend and is
interesting reading as a sociological study as well as business
?Harvey Schachter, The Globe and Mail