?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 strategy.?
?Harvey Schachter, The Globe and Mail