Book Description

Robert Frank’s Microeconomics and Behavior covers the essential topics of microeconomics while exploring the relationship between economics analysis and human behavior. Human behavior in this context is of significant interest to today’s academic community. The book’s clear narrative appeals to students, and its numerous examples help students develop economic intuition.This book introduces modern topics not often found in intermediate textbooks. It encourages the reader to begin to learn to “think like an economist." ... Read more

Reviews (7)

Judgment, Choice and Rationality
As of late, microeconomic and macroeconomic theory has been incorporating social, psychological and social-psychological theory and concepts into the fold. This makes sense, for the quantification sans-psychology (social psychology) of analysis has been poor.

This author is well-versed in this area and articulates well the concepts which are important. However, as my colleagues have stated, the book does leave much to be desired in the mathematical-sense.

I would highly recommend this book to anyone interested in Judgment, Choice and Rationality (defined).

This book should be included in undergraduate curriculum.

Five stars because it accomplishes what it was designed for (non-mathematical approach to microeconomics).

Regards,
Tyler Markowsky

Fascinating
A must for who is genuinely interested in UNDERSTANDING and ENJOY the basis of neo-classical theory. Better than any other other book!

Mathematical--no. Fascinating--yes!
It's rare to find a text as enjoyable to read as Frank's in any subject, let alone microeconomics. The reader looking for the standard calculus-based, mathematical approach to micro should look elsewhere (Jehle and Reny is a great place to start). That's simply not the point of this text--the point is to provide the insight behind the models, as well as to promote critical thinking about the shortcomings of the traditional assumptions economists make. This text, combined with Jehle and Reny if one desires rigor as well, provides FAR more than any other single or multiple text combination available.

where's the math?
I'm studying out of this book for my intermediate micro course. Simply put, the text is good (but unremarkable) for what it is: a no-nonsense bridge between the usual undergraduate principles course and graduate course in microeconomic theory. However, I can't help but feel that Frank skims off too much math in the name of accessibility. This won't help the reader looking to go further in the subject, i.e., grad or b-school. This would be okay if the appendices packed the math, but this isn't the case: the appendices are on-line at the publisher's web site, which pretty much means if you want to follow the math, you need to be near a computer. A somewhat "mathier" text, that I highly recommend, is the latest edition of Varian's Intermediate Microeconomics.

Better than average
In response to the previous reviews: It is true that this text does fit neatly between the "mathematical" (read: hard) and the "wordy" (read: easy) alternatives texts available on the market today. It is also true that it is disappointing (and annoying) to see the mathematical appendices shipped off to a website (which readers then have to print out for themselves!).

However, a virtually unique virtue of this text that has not been mentioned so far is the supplementary chapters, "The Economics of Information and Choice Under Uncertainty", "Explaining Tastes: The Importance of Altruism and Other Nonegoistic Bheavior", "Cognitive Limitations and Consumer Behavior" (very good), and "Government". These chapters really distinguish the book. They are intellectually (and I mean that it the broad sense) stimulating and challenging. Thus, for the student who is genuinely interested in UNDERSTANDING (as opposed to memorising) the basis of neo-classical theory, it a must.

In my opinion there are a few annoying omissions (e.g., Pigovian taxes/subsidies with respect to externalities, and bilateral monopolies in labour markets), but then again, others would no doubt object to the inclusion of these topics.

Overall, the text is very well written, user-friendly and, more importantly, intellectually stimulating thanks largely to the supplementary chapters. I just hope they're not shipped off to some website too. ... Read more

Book Description

Would You Like to Become More Commanding, Convincing, And Charismatic?

In this book, Steve Cohen, master magician and star of the long-running Chamber Magic show in New York City, will reveal the secrets of all great showmen and magicians -- how to persuade, influence, and charm, and ultimately accomplish the things you've always wanted to do. As Cohen writes, "You'll discover how to take over a room, read people, and build anticipation to a feverish pitch so people are burning to hear what you have to say."

Win the Crowd will teach you Steve Cohen's Maxims of Magic, simple rules you can use to take charge of practically any situation, from on-the-job disagreements to dating to important cocktail parties. The Maxims of Magic will wash away insecurities and hesitations, and replace them with confidence, poise, and leadership. What's more, Steve Cohen will show you:

• How to Create a Magic Moment. Capturing people's imaginations and attention so they listen carefully to every word you say.
• How to Command a Room. Showing everyone in the room that you are speaking right to them, making them all feel unique -- and completely focused on you.
• How to Read People. Learning to sense what people are feeling and thinking as you speak, what they want from you, and how to make them feel like they are getting it.
• Misdirection. The most important trick in all of magic -- getting inside people's heads, and directing what they are thinking at every minute.

When you strip away the sleight of hand tricks, magicians are essentially masters of attracting and holding attention and impressing audiences, exactly the psychological secrets you need to be successful in life and business.

Book Description

How to Capture Today's Biggest Untapped Market

Forget mass customization and microsegmentation. Winning in today's business world requires a return to an approach abandoned by marketing experts decades ago. Mass marketing is back, say Paul Nunes and Brian Johnson-but with a new target and a fresh approach that companies ignore at their peril.

While the mass-marketing concepts of the 1950s consisted of lowest-common-denominator strategies aimed at the "middle class," Nunes and Johnson argue that the rules of mass marketing must be rewritten to appeal to today's burgeoning mass of different-and far more affluent-consumers. The "moneyed masses" have more disposable income than ever, and research shows the richest among them are not spending up to their potential-thus creating a windfall of opportunity for marketers. Based on extensive consumer research, Mass Affluence outlines seven new rules for capturing this largely ignored market, and reveals how innovative companies are already employing them to launch billion-dollar industries in categories from oral care to homebuilding to exotic automobiles.

A sea change in marketing is underway-and future growth and profitability will belong to the companies that woo and win today's affluent mass market.

... Read more

Book Description

How to start a new career as a mystery shopper--immediately!

"Mystery shopping ranks among the most popular not-for-credit evening courses, rivaling computer-skills and wine-tasting classes."
--The Seattle Times

In Mystery Shopping Made Simple, you will learn to take advantage of the mystery shopper opportunities available in virtually every city in the United States and abroad! Successful mystery shopper and a leading industry authority, Dr. Ilisha Newhouse tells you how to break into the business and find the kinds of mystery assignments you want, in apparel, auto repair, real estate, restaurants, hotels, and many other industries. Step-by-step, she shows you how to:

• Connect with the mystery shopping companies in their areas
• Create shopping presentations and fill out evaluation forms
• Comply with all industry-related business law
• Prepare for KASST, a Mystery Shopper Certification test offered by the National Center for Professional Mystery Shoppers

Reviews (13)

Mystery Shopping Made Simple by Ilisha Newhouse
Niccole Rogers - NCPMS, Inc. from Tampa, FL USA
Dr. Newhouse did an excellent job creating this book. It covers all of the essential information independent contractors need to get started in this complex and often confusing industry. She took a different approach and included links to message boards and e-list. She did a great job...and I would encourage any new contractor to purchase this book.
Niccole Rogers, M. A.
National Center for Professional
Mystery Shoppers & Merchandisers

Simply Wonderful
Mystery Shopping Made Simple is the perfect title for this book. I am glad the author, Dr. Ilisha Newhouse, did not sell her work to the "for dummies" or "for the complete idiot" franchises. Mystery Shopping is not for idiots and neither is this book. But it is made simple!
Mystery Shopping has to be the most incredible job and/or hobby in existence. No bosses, no starting costs, the freedom to do only the specific assignments you enjoy, and the opportunity to bring your children with you if you want. There are an estimated 600 Mystery Shopping companies currently offering assignments in the United States. Because of the unique way the industry works, it is not as simple as walking into a local business and filling out an application. Mystery Shopping companies by and large do not advertise in newspapers because they need shoppers from every geographic area in the country. Therefore getting started in this business can be a perplexing challenge.
Mystery Shopping Made Simple is a great tutorial. I specifically appreciate the web addresses of all the MS companies that have applications online- my preferred way of finding assignments. There is a wealth of information in this book. Although some of this information is available on-line, having it all distilled into one book makes it easy to organize my efforts to expand my business.
The small business and tax information is concise and practical. I personally appreciate this section because I would have probably not given much thought to these issues if left on my own.
The listing of companies that do not have a web presence is extensive. It is also information that one does not generally find on the Internet. Mystery Shopping is an old profession and many companies and shoppers conduct their business via phone and mail. This requires an entirely different approach to the business than what you learn from other sources. This information in particular makes this book a wonderful gift for someone who does not regularly use a computer. The last thing that separates Dr. Newhouse's book from other information sources is the warm and personal tone. Reading this book you get to know her; her humor, her strong ethical sense, and her joy in what she does.

Good book, great industry.
This book is very informative and I can attest to most of its accuracy. I have been mystery shopping for National Shopping Service for years and love it. They have some really fun mystery shopping opportunities and the pay is pretty good. This would be a great company to get started with as they are very big and have a ton of clients. You can sign up online on their website at http://www.nationalshoppingservice.com.

Rich resource tool
This book is filled with rich resources for the beginner as well as the advanced shopper. It covers more avenues of obtaining different types of shopping and review jobs than any I've ever read. The materials are well organized and the accounting information is a bonus for anyone not already running their own business. Ilisha Newhouse has an organized and personal style of writing that is inimitable. Count on the truth about mystery shopping from this book and buy it for the rich lists she includes from her personal experience and extensive research.

Not Simple at All
I learned from my own interviews with mystery shopping companies you do not need to be a certified mystery shopper to get jobs as one. No need to take the KASST test. Mystery shopping is far simpler than this PH.D. makes it seem. You don't need a PH.D. to enter mystery shopping, but this PH.D. seems to parade her PH.D. credential throughout the book. Her book is self-glorifying and covers too much where it is confusing and NOT simple. I'm not a gold or silver or purple mystery shopper, but I know enough to keep me working. Too complex, too confusing for the reader who wants to be a mystery shopper. Too vague for those wanting to open a mystery shopping company. I can't believe how poorly written this book is, too. So many typos and spelling errors I lost count. Don't be fooled by the Ph.D. and publisher name, this is poorly written and edited. Horrible. Cheaper, but you get what you pay for and I still want my money back! ... Read more

Book Description

The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented.

In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn. ... Read more

Reviews (3)

A Solid Effort!
Think Coca-Cola and what comes to mind? That's brand power. Author David A. Aaker illustrates how such powerful brands connect with customers. Unfortunately, Aaker doesn't show you how to build up your name or how to make the most of your ad dollars. But he does provide compelling, insider case studies, going back to the launch of Procter & Gamble's Ivory soap in 1881. Aaker sets three goals and just about achieves them: 1) Show managers how brand equity provides value, 2) Showcase examples of good and bad marketing and 3) Discuss how to manage brand equity. But, while Aaker explains brand equity by listing its components, the correlation between the parts and the whole is not clear - even with the ever-present flow chart. Regardless, being as well-known as IBM would make you tingle, and if you are looking for interesting historical perspective more than practical managerial advice, we [...] recommend this book, particularly to advertising and marketing executives.

MARKETING EQUALS MANAGING BRAND EQUITY
tHIS BOOK GIVES YOU THE INSIGHT ALL MARKETERS NEED. IT`S WRITTEN IN A WAY SO WE CAN IMPLEMENT OR BASE STRATEGIES, WHERE TO DIRECT THE EFFORTS AND HOW TO SUCCESFULLY RATE THE IMPACT. ANYONE IN A MANAGING POSITION SHOULD READ THIS BOOK.

A great way to invest money and reading time
I read this book in the Italian translation, and already it deserved 10. The original edition probably deserves more, if education gives the best ROI this book is a way to get the highest. ... Read more

Book Description

Active field researchers and award-winning teachers, Hoyer and MacInnis provide undergraduate students with an accessible and highly topical introduction to consumer behavior. A broad conceptual model of consumer behavior helps student to see how all chapter topics tie together, and real-world examples reinforce each concept and theoretical principle under review. The text also offers a strong marketing perspective, focusing on the implications of consumer behavior research for marketers. Updated to reflect the most recent research and examples, the Third Edition has been carefully revised to help further increase students' interest and understanding of the material.

• New! A casebook featuring approximately 16–20 consumer behavior cases can be packaged with new copies of the Third Edition, providing students a chance to practice applying what they learn.
• New! End-of-chapter discussion questions ask students to recall, analyze, and apply key concepts to real-world situations.
• Introductory cases appear at the beginning of every chapter and preview key points using anecdotes from the real business world.
• Marketing Implications sections illustrate how consumer behavior influences marketing, including the promotion, pricing, and placement of products, as well as market segmentation and market research.
• Exercises provide extensive interaction with real advertisements and actual marketing strategies to connect chapter concepts to concrete experiences from students' lives.
• International examples appear in every chapter, demonstrating how concepts can be generalized and applied to other cultures with the same, or in some cases different, results.
• Compelling chapter topics include the symbolic significance of products, public policy issues, deviant consumer behaviors (such as stealing or compulsive gambling), and the negative effects of advertising.

Book Description

A fascinating look at why millions of consumers are "trading up" to premium goods, and how companies can profit from this phenomenon.

Middle-market consumers have more discretionary income than ever before and are willing to pay extra for "new luxury" goods and services-items that deliver higher quality, technical advantages, and superior performance to conventional products. Above all, consumers are looking for emotional engagement-they look to products to help them manage the stresses of everyday life, and to help them realize their aspirations. A new luxury good may be as simple as a shampoo ($9 from Aveda, versus $3 from Suave) that brings moments of comfort and sensual pleasure, or as complex as a car ($26,000 for a bottom-of-the-line Mercedes, versus $20,000 for a Pontiac) that delivers feelings of safety and excitement.

Clothing, cars, beer, coffee, kitchen appliances, lingerie, personal care, pet food, restaurants-in dozens of categories, new luxury goods occupy a sweet spot in the market, because they can sell in much higher unit volumes than "old luxury" goods, but command much higher profit margins than ordinary products. But new luxury leaders-such as Callaway Golf, Victoria's Secret, Panera Bread, Belvedere vodka, Whirlpool Duet, and Williams-Sonoma-create andmarket their goods very differently than do conventional companies. Trading Up explores what's driving this move to premium goods, tells the inside stories of many New Luxury companies and their leaders, and offers insights and methods that can help the reader take advantage of this remarkable phenomenon. The book is based on the authors' experience in helping clients create billions of dollars worth of New Luxury products as well as on exhaustive supporting research. ... Read more

Reviews (18)

Nice Work!
Silverstein & Fiske do a great job of explaining the apparent dichotomy of BMW's in the Wal-Mart parking lot. Chapter 3 is a great primer for how to market New Luxury. I have read chapter 3 a few times and I keep getting more out of it. This book more clearly explains consumer marketing than the textbooks I read in business school. The book would have been more valuable if they considered how to apply this thinking in a "B to B" environment. Overall, an excellent read but don't take my word for it, visit the Boston Consulting Group web site and download Chapter 1 to get a taste. I bet you will come back here and buy it!

New Criteria for Self-Definition
Silverstein and Fiske brilliantly examine New Luxury": a rapidly developing socio-economic trend as America's middle-market consumers are trading up to "products and services which possess higher levels of quality, taste, and [key word] aspiration than [other] goods in the [same] category but are not so expensive as to be out of reach...[trading up to products and services which] sell at much higher prices than conventional goods and in much higher volumes than traditional luxury goods and, as a result, have soared into previously uncharted territory high above the familiar price-volume demand curve." The significance of this paradigm shift has profound implications for literally anyone who competes each day for consumers' attention, consideration, and (most important of all) business.

Think about it. How to explain the spectacular success of diverse companies such as Starbucks, Martha Stewart Living Omnimedia, Lexus and BMW, Williams-Sonoma and Bed, Bath & Beyond, Restoration Hardware, Victoria's Secret, Prada, Coach, Panera Bread, and Callaway? Granted, most consumers cannot afford to purchase everything from companies such as these but an astonishing number of consumers are not only willing but eager to pay a premium for at least a few of the products offered.

Why? Silverstein and Fiske offer several reasons. New Luxury merchants never underestimate their customer; they shatter the price-volume demand curve; they create a ladder of genuine benefits (i.e. technical, functional, and emotional benefits); they escalate innovation, elevate quality, and deliver a flawless experience; they extend the price range and positioning of the brand; they customize the customer's value chain to deliver on the benefit ladder; they use influence marketing to "seed" success through brand apostles (i.e. "evangelism"); and finally, they continually attack the category like an outsider. What Silverstein and Fiske offer is this volume is a rigorous analysis of those companies which continue to be most successful in the New Luxury economy. They also explain in detail precisely HOW they achieve such success.

Excellent!
As the next generation in a family business rooted in luxury, I bought this book to expand my knowledge of the 'new luxury', middle-market consumer. The book was brilliantly written and well executed in terms of the combination of research, data, interviews and testimony complied. The authors made intelligent choices in the companies they profiled and the success tories they told were not only informative and helpful, but were inspiring. The language of the book was very straightforward and succinct. I have made this a mandatory read for anyone that works for me. I also bought and read Living It Up: America's Affair with Luxury by James B Twitchell which I also found to be an excellent read. I began my self-tutelage with Twitchell's book and in my having now read both, think I should have read this book first. This book laid a great foundation for what I met in Twitchell's book. My only complaint was that is was not longer, which is why I rated with 4 out of 5 stars, but I suspect that is just my brain being the sponge that it is and wanting more input.

Good proposition but.....
The trading up proposition is interesting, but the readers can grab the gist of the book by just reading chapter 1 which summarizes the entire book, and chapter 14 which covers the way forward. The other chapters are like exhibits to support the executive summary.

New Criteria for Self-Definition
Silverstein and Fiske brilliantly examine New Luxury": a rapidly developing socio-economic trend as America's middle-market consumers are trading up to "products and services which possess higher levels of quality, taste, and [key word] aspiration than [other] goods in the [same] category but are not so expensive as to be out of reach...[trading up to products and services which] sell at much higher prices than conventional goods and in much higher volumes than traditional luxury goods and, as a result, have soared into previously uncharted territory high above the familiar price-volume demand curve." The significance of this paradigm shift has profound implications for literally anyone who competes each day for consumers' attention, consideration, and (most important of all) business.

Think about it. How to explain the spectacular success of diverse companies such as Starbucks, Martha Stewart Living Omnimedia, Lexus and BMW, Williams-Sonoma and Bed, Bath & Beyond, Restoration Hardware, Victoria's Secret, Prada, Coach, Panera Bread, and Callaway? Granted, most consumers cannot afford to purchase everything from companies such as these but an astonishing number of consumers are not only willing but eager to pay a premium for at least a few of the products offered.

Why? Silverstein and Fiske offer several reasons. New Luxury merchants never underestimate their customer; they shatter the price-volume demand curve; they create a ladder of genuine benefits (i.e. technical, functional, and emotional benefits); they escalate innovation, elevate quality, and deliver a flawless experience; they extend the price range and positioning of the brand; they customize the customer's value chain to deliver on the benefit ladder; they use influence marketing to "seed" success through brand apostles (i.e. "evangelism"); and finally, they continually attack the category like an outsider. What Silverstein and Fiske offer is this volume is a rigorous analysis of those companies which continue to be most successful in the New Luxury economy. They also explain in detail precisely HOW they achieve such success. ... Read more

Book Description

The Overspent American explores why so many of us feel materially dissatisfied, why we work staggeringly long hours and yet walk around with ever-present mental "wish lists" of things to buy or get, and why Americans save less than virtually anyone in the world. Unlike many experts, Harvard economist Juliet B. Schor does not blame consumers' lack of self-discipline. Nor does she blame advertisers. Instead she analyzes the crisis of the American consumer in a culture where spending has become the ultimate social art. ... Read more

Reviews (49)

From the Overspent American -NOT
As a newcomer to this country, I find books like these fascinating, as they give me glimpses into the thought process of my fellow citizens (not all, of course). I enjoyed the book for answering the questions of "why", but found many ideas on coping with consumerism quite hard to swallow. (Sharing the lawnmower with my neighbors? I don't even know their names! (Nor do I want to know them! For that matter, I don't wish to mow my own lawn at all! )And no, the TV show "Friends" have not replaced real people in my life yet. Downshifting and spirituality are great, but seeing the Great Wall of China, the Pyramids, and the Red Square are also quite an experience. As long as one does not deplete their life's savings to do it, why deliberately deprive yourself? ) If you are looking for the book on "how to", this is not the one. Instead, a good starting point is "A Millionaire Next Door" coupled with "One up on Wall Street". If you wish a peek at our "class-less" society and their spending/living patterns, read Paul Fussell's "Class". If you are looking for a book on why you may be making a six-digits salary and living in debt, read "The Overspent American". (...)

Engaging and Informative
Juliet Schor provides Americans, in this engaging book, the knowledge of what their overspending can and probably is costing themselves, their families and their community. The data and research allow readers to look at themselves and what they consume to determine who they are and how they can make their lives happier. Schor's pioneering ideas that consumption can make people less happy need to be looked at by many families in America, so that they may be more conscious of advertising and television. Debt in America is becoming a problem, and this book promotes a higher rate of savings by families and spending less for their well-being and happiness.

Wake up and smell the exhaust
This book was pretty good, although I enjoyed Affluenza a little more. Many Americans come off online as spoiled babies who can never get enough, as is seen by reviews for this book. They get their opinions from Talk Radio and television, because they are incapable of thinking for themselves. They deny and placate away any guilt because they would rather be a soul-less consumer than a responsible human being. It is not liberal to care for the environment; it is smart. If you're smart, you surely would know better than to excrete in your own cave. Perhaps not.
Yes, consumerism all comes down to personal responsibility. With great freedom comes great responsibility. In this country of "entitlement", few seem to want to bear the brunt of that responsibility.

Makes You Think About Your Way of Life
Mrs. Schor brings up so many great points that hit so close to home, several times during my reading, I had to put the book down, and simply think for a moment about the sociological points on consumerism she brought up. Something she said, either applied to me, someone in my family, or a friend, or my neighborhood.

This book really caused me to think about reevaluating my priorities. It made me think about whether buying my "things" really gives me satisfaction, or temporarily satisfies a void in my life.

However, this is one of many books that deals with extreme consumption, and simple living as a way to combat it. As with all these books, whenever the issue of "simple living" is discussed, there will be mentions of caring for the environment, and living with less. Any mention of caring for the environment suggests liberalism, which may annoy some readers. If you bother to read this book, be prepared for that angle, though the entire book is NOT liberal.

If you want to handle a book that was good, even though it is HIGHLY LIBERAL, read "Your Money or Your Life", by Dominguez and Robin. This book is familiar to whomever is reading this review. I'm sure of it.

A perspective on Consumerism
The statistical data presented in this book may now be outdated but it still is very insightful as it is. While there is personal accountability, many people may neither be quite aware nor they have realized the reasons why they are in debt very consciously. Some people lack financial goals or money management skills (even if they are considered high salary earners) fueled by lack of values and especially the seductions and 'pressures' to acquire more - that is to keep up, to give or please, to show, to belong, to be seen as.

This may not be the first book written about frugality, I believe that this is a good read. It could make a person more aware of what consumerism is for. I suspect the reason why some readers weren't so pleased with this book was because it is more of 'whats and whys' written in an academic context ( a thesis) with so many lists of bibliography, notes and works cited that maybe others found irrelevant. But we need to understand the whys and whats in order to do the now what and how to...practically.

In terms of downshifting that is earning less and working less or leaving a 9-to-5 job, it may not be possible for others to do. The truth is its not for everyone. A reviewer said that downshifters look suspicious to him or her, well, I could understand the point too since there are many dishonest people everywhere and there will always be. Nonetheless, there are people who have done it with honesty and dignity.

I am merely a student of frugality and I have readt few books about the subject. For people who are interested about the idea of downshifting, I would like to recommend the book below:
"How to Survive Without a Salary: Learning how to live The Conserver Lifestyle" by Charles Long. Reviewers of this book seemed to be very pleased with the way it was written, including myself. ... Read more

Amazon.com

With the many recent advances in technology, it seems, there has followed a diminution of quality. Electronic books have several advantages over their print counterparts, for instance. But for the time being, they're hard to use and unattractive to boot. Computers, which are supposed to make our lives easier, are commonly sources of frustration and wasted time. Movies are wondrously chock-a-block with special effects--but someone forgot the story. And so on.

Donald Norman, a retired professor of cognitive science, is bothered to no end by the fact that grappling with unfriendly objects now takes up so many of our hours. Over the course of several books, of which The Psychology of Everyday Things was the first, he has railed against bad design. He scrutinizes a range of artifacts that are supposed to make our daily living a little easier, and he finds most of them wanting. Why, he asks, does a door need instructions that say "push" or "pull"? A well-designed object, he argues, is self-explanatory. But well-designed objects are increasingly rare, for the present culture places a higher value on aesthetics than utility, even with such items as cordless screwdrivers, dresser drawers, and kitchen cabinets. In their concern for creating "art," many designers don't seem to consider what people actually do with things. Such disregard, Norman suggests, leads to few objects being standardized: think of all the different kinds of unsynchronized clocks that lurk in microwave ovens, VCRs, coffee makers, and the like--and of all the different kinds of batteries needed to drive them. Why, he wonders, must we reset all those clocks whenever the power goes off? Some designer somewhere, he ventures, ought to develop a master clock that communicates with all other electric clocks in a home--one that, when reset, synchronizes its slave units.

You don't need to be especially interested in technological matters to enjoy Norman's arguments. The book's underlying question is aimed at a global audience: will the design of everyday things improve? If this entertaining and, yes, well-designed book changes even a few minds, perhaps it will. --Gregory McNamee ... Read more

Reviews (17)

An excellent starter book for user interface design!
This was my first human factors type book, and I very much enjoyed it. As a software engineer, this book was very helpful in putting a structure to ideas that I had thought of as common sense. Ideas such as giving the user visual cues as to function, providing feedback, and presenting the user with a clear conceptual model are a few of the ideas which are outlined in this book. While any one of these might be thought of as obvious once illustrated, the book provides a framework for design by listing them and making it clear what the tradeoffs are. With many real world examples to illustrate his points, as well as to amuse the reader, I found this book very clear and easy to read. The next time that I sit down to design a user interface I'll have a much clearer and organized approach to both design and to evaluate the design that I've created.

Design for everyday Human Behavior
This is one of the seminal works in the field of User Centered Design...Norman wrote this book well before the Windows operating system was as familiar as the Golden Arches which only reinforces the idea that certain basic usability principles transcend all forms of objects-from glass doors to Windows Explorer.

Norman does a great job of describing why and how we successfully and unsuccessfully use everyday objects with relevant anecdotes. His stories are usually accompanied with lists of principles that explain good design and account for human behavior. For example, the fundamental principals of designing for people are to: Provide a good conceptual model, make controls visible and to constantly provide feedback to the user.

So how does one employ good user-centered design? Norman recapitulates his points at the end of the book by listing the seven UCD principles for transforming difficult tasks into easy ones:

1. Use both knowledge in the world and in the head
2. Simplify the structure of tasks
3. Make things visible
4. Get the mappings right
5. Exploit the powers of constraints Natural & Artificial
6. Design for Error
7. When all else fails, standardize

It's mandatory reading for any usability software engineer but also an interesting and well written book for anyone who's ever pushed a "pull door" or scalded themselves in the shower (which is all of us).

A brief introduction to human-machine interactions
This book, while dated, attracted my attention as a primer for the world of human-machine interactions. It covers well some common mistakes made by designers, and offers different ways of thinking (and procedures) crafted to help those building interfaces (physical or electronic) improve the experience of th end user.

I'd love to see this book brought back to life in an updated, modern form; even so, the content within is highly relevant to today's computer-driven world. This, and many like it, should be required reading for anyone designing something that another human will be required to use.

Interesting for everyone
This is not a book on Psychology, nor it is written just for designers. Every person who read this book will find interesting information and will recognize some own experiences trying to make some devices work, and I do not mean complex ones, but as simple as a light switch.

Actually, as the title reads, the book deals with "everyday things," though there are some parts that use examples like a nuclear plant or a cockpit.

Of course, we do not need to read this book to use such things, but you would enjoy reading it.

Changed my thinking
This is the most inspiring design book I've every read. I wish it was mandatory for all designers. Even a non-designer would appreciate the way this book can open your eyes to the design of all things around us, and realise the good and the bad, and even the how and why.

Too many designers sell out to "being different" without thinking of functionality and usability. This book helped me appreciate the beauty of the marriage of form and function, and it established the foundation of the way I approach my design. ... Read more

Book Description

The ideal customer defends, champions, forgives, and commits to a company or brand for the long term — but how can a business create such long-lasting loyalty? Chip and Bilijack Bell explain how in Magnetic Service, based on examples of real companies who have done just that. Written in a lively, accessible style, the book shows that loyalty comes not from allegiance to a product but from compelling experiences. Using case studies, the authors explain the concept of "magnetic service" that turns casual customers into loyal and enduring fans. The book unlocks the seven secrets of this phenomenon, from "Focus on Customer Hopes, Not Just Needs" to "Add ‘Charisma’ to the Mix" to "Empower Customers Through Comfort." ... Read more

Book Description

Book Description

"Finding out what customers can’t or won’t say is key to improving the customer experience. Dan Hill’s terrific book shows you how to accomplish this challenge."
–Bernd Schmitt
author, Customer Experience Management

"Hill takes marketers beyond the traditional consumer decision process and shows the importance of experiential branding. Not only does he describe the fundamental process of creating emotional connections with consumers, he gives tons of practical examples to show how to do it."
–Roger Blackwell, PhD
Professor of Marketing, The Ohio State University
and coauthor, Brands That Rock

"Body of Truth provides the conceptual framework and tools for marketing professionals to use to connect with consumers on an emotional level. Emotions drive behavior and rational thought validates behavior. I can fully endorse this fact based on personal experience with over 3000 research studies. Dan Hill provides the sensory foundation that sets the framework for influencing emotions. If you can influence the senses you can influence emotions and subsequently drive consumer behavior. How does this benefit marketing professionals and ad executives? It provides you consumer insight that will increase the probability that your marketing strategies will impact behavior and ultimately drive revenue for your firm."
–Lawrence Denaro
Chief Executive Officer, Q2 Brand Intelligence

"Body of Truth contributes a fresh and welcome perspective to the discipline of marketing. Dr. Dan Hill’s work will be enjoyed by all intellectually inquisitive professionals who seek to build better relationships with their customers, employees, and channel partners. Synthesizing recent developments from biology and psychology, the book highlights the primary role that sensory-emotive connections play in creating authentic relationships that drive business results. In the end, Hill reminds us that emotions enrich all of the associations that enliven a brand."
–Mike Kust
Chief Knowledge Officer, Carlson Marketing Group

"Buyers are liars! When it comes to traditional research, what consumers SAY and what they DO are often world’s apart. These revolutionary research techniques help uncover the true behavior behind all the words."
–Rob Wallace
Managing Partner, Wallace Church Inc.
global brand identity strategy and design consultants ... Read more

Reviews (4)

It changed my thinking about consumer research.
You might think a book about measuring sensory responses to advertising stimuli would be either A) dry and boring or B) a soft-peddle pitch to get you to buy some expensive consulting gig rigged for sensory measurement...but this book is neither. It's a well-written, entertaining, thought-provoking and practical guide to re-thinking your approach to message development. Dr. Hill shares his experience and rich data with you in an easy-to-read book that breaks down his thinking in short, chewable chunks. I carried the book with me in my briefcase for a week, biting off 5-10 pages at a time between appointments and finding myself itching to get back into it at every available interval. All along the way, I was scribbling notes in the margins and underlining lots of material in anticipation that this would be a book I'd refer back to again and again in my travels with clients and creative types. Dr. Hill's "story line" approach to brand building is something I was able to put into play immediately upon finishing the book. I had a large campaign I was working on for a client and was able to integrate some of the "story line" thinking into our presentation in a way that made me sound like a visionary in consumer research! The client was impressed, the campaign turned out great and now we're anticipating additional work. More than just fad research, this book has staying power. And the examples Dr. Hill gives in each chapter create a veritable checklist for creating ad campaigns that not only circumvent conventional thinking, but resonate with the audience. I highly recommend "Body of Truth" to anyone in advertising, especially the creatives who are responsible for building brands and getting the message through in a cluttered media environment.

Paradigm shift
Interesting to see that what we've learned in depth-psychology and mythology is finding its way into market-research insights. Hill's book is a good read with colorful examples, a conversant style and keen insights. He's offering the industry a paradigm shift that is sure to attract the next generation of achievers.

Insightful read!
I thought Hill's book was a marvelous exploration of the new vistas currently being opened by marketing research. I was especially sympathetic to the central premise that consumers don't really largely make their decisions "rationally." I know a lot of lip service is paid these days to acknowledging that consumers aren't the rational agents supposed by classic economic models, but this book actually takes this proposition seriously enough to go on to suggest how to USE it. I mean the book explains how understanding that people make purchase decisions to a large extent for irrational, emotional reasons can be used to your advantage in a business environment (and is ignored at your peril).

Plus it's really well-written. A great read!

Decent review of research and of some basics
If you're an experienced marketer who keeps up with psychological studies relevant to marketing, you won't find anything new or any blinding insights here. (At least I didn't.) However, if you don't know much about how the brain works and how people respond to different emotionally laden factors like color, stories, images, etc., then you'll find this a useful way to catch up on a lot of scientific findings that have implications for branding. ... Read more

Book Description

Fast moving consumer goods (FMCG) marketing has become a struggle between manufacturers and retailers for control of Mindspace and Shelfspace. Partnership is seen as an Indian wrestling match between manufacturers and retailers: co-operation can only be gained from a position of strength. Marketing for FMCG manufacturers now involves understanding retailers, their business and marketing strategies, their strengths and their limitations. The major aim of modern marketing is to affect the balance of power between retailers and their suppliers. Store Wars sets out to equip the reader to thrive in this climate.

"Advertising agencies are in a unique and sensitive position as mercenaries in the battle between manufacturers and retailers. They work for both sides. This book provides, with its concept of mindspace and shelfspace, a profound and contemporary insight into the anatomy of branding on both sides of the divide." Martin Boase, Chairman, Omicom UK plc

"The battle for mindspace and shelfspace provides a practical framework within which FMCG managers will need to test, adjust or even fundamentally change their strategic address. It describes the new reality." Dominic Cadbury, Executive Chairman, Cadbury Schweppes plc

"Marcel and Judy have brought to bear their intellectual prowess and institutional knowledge to provide an enlightening view of issues in modern retailing. A book full of thought-provoking ideas for academics and practitioners alike." Rajiv Lal, Professor of Marketing, Stanford University ... Read more

Reviews (5)

Keep this a secret.
This is the first book I have read about grocery where the battle between manufacturer and retailer is examined for the dirty little war that it really is - too many pass over this as just another compeitive issue, when it is a fight that will see one side losing big time.

Buy a copy and keep it a secret - you will appear to have mastered the major strategic issues in grocery, this book is that good.

The issues are examined in a balanced way and the conclusions are well drawn. Be warned, it takes time to read as every three or four pages gave me so many ideas that I would put it down and write a paper inside my business from the ideas and options the book had generated.

Well worth the cost, but keep this between just us.

Clear, Deep and fun to read
I have been reading books on retailing for at least five years, and I have no doubt this is the one book that everyone in Retailing should read. It is clearly written (with some anglo french words which give flavour), and though Corstjean its a great acdemic researcher , this book can be read by anyone. Its deep, because they go into deep analysis of the real problems facing food stores today. Its deep because their explanations go always to the basic understanding of the problems. Its not a book full of superficials facts, its arguments are always supported by basic consumer behaviour theory.

A Contemporary Marketing "Must Read" Book
The Corstjens have produced a rare book. It's not -as it's commonly the case- an extended article. It's a book full of precious content with several deep insights about the trade. By the way, that's another accomplishment of them: they talk about real things, not about academia concepts, although they do have deep fundaments in all their arguments. It's a dense and high level reading for all of those interested in understanding the naturally existent bargain disputes between manufacturers and retailers.

Excellent read for Grocery Suppliers
Although this book contains a bit too many references to European brands/retailers, overall it's a very frank, up front discussion of who controls the power in grocery retailing. I recommend it to anyone involved in Category Management. Brand Managers especially will benefit from the discussions about extensions, Private Label (called "own label" in this book)and competition at the street level. Reading this book is a great investment.

This book is relavent to anyone selling anything
The introduction alone would suffice as a history of marketing 101 class. This book is relavent to anyone selling anything. Clear consise and fun to read, it left me with the burning question What next? ... Read more

Book Description

In this wide-ranging and perceptive work of cultural criticism, Joseph Heath and Andrew Potter shatter the most important myth that dominates much of radical political, economic, and cultural thinking. The idea of a counterculture -- a world outside of the consumer-dominated world that encompasses us -- pervades everything from the antiglobalization movement to feminism and environmentalism. And the idea that mocking or simply hoping the "system" will collapse, the authors argue, is not only counterproductive but has helped to create the very consumer society radicals oppose.

In a lively blend of pop culture, history, and philosophical analysis, Heath and Potter offer a startlingly clear picture of what a concern for social justice might look like without the confusion of the counterculture obsession with being different.

Book Description

144 pages of sound advice for anyone contemplating to buy a new home and considering the savings offered by choosing a manufactured home.

The book covers everything from choosing a floor plan to arranging favorable financing, and from finding a site for the home to choosing options. ... Read more

Reviews (3)

Industry insider
After reviewing Grissom's and Burnside's books on the subject, I came across Taylor's version and found his book "Manufactured Homes: The Buyer's Guide" to be profoundly accurate and useful, not only for the buyer, but as a training guide for new sales staffers within our company. This book is user-friendly and literally packed with lists and charts, which make the decision-making process of buying a mobile home much simpler and logical.

Inaccurate and shallow
This lightweight booklet is terribly researched with numerous factual errors, particularly in the first four chapters. Later, when giving buying advice, it assumes you are a low-credit, high-risk buyer. A much better book is John Grissim's.

A step-by-step guide for aspiring home owners
Ably researched and accessibly written by Steven Taylor, Manufactured Homes: The Buyers Guide -- How To Realize Your Dream In A Manufactured Home is a "user friendly", step-by-step guide for aspiring home owners who are new to the phenomenon of manufactured homes -- domestic dwellings which are designed, cut, and constructed according to a standardized format. From surveying how such homes are built; to understanding warranties; selecting a floor plan; financing the new home; meticulously shopping for the right house in the right location, and more, Manufactured Homes: The Buyers Guide is a superb primer and introduction to preparing for home ownership before committing hundreds of thousands of dollars. Enhanced with lists of manufacturers, trade associations, state agencies, and federal departments relevant to manufactured homes, Manufactured Homes: The Buyer's Guide is the best introduction to the subject available to non-specialist general readers today! ... Read more

Book Description

Book Description

A shocking exposé of the $15 billion marketing maelstrom aimed at our children and how we can stop it.

With the intensity of the California gold rush, corporations are racing to stake their claim on the consumer group formerly known as children. What was once the purview of a handful of companies has escalated into a gargantuan enterprise estimated at over $15 billion annually. While parents busily try to set limits at home, marketing executives work day and night to undermine their efforts with irresistible messages.

In Consuming Kids, psychologist Susan Linn takes a comprehensive and unsparing look at the demographic advertisers call "the kid market," taking readers on a compelling and disconcerting journey through modern childhood as envisioned by commercial interests. Children are now the focus of a marketing maelstrom, targets for everything from minivans to M&M counting books. All aspects of children's lives—their health, education, creativity, and values—are at risk of being compromised by their status in the marketplace.

Interweaving real-life stories of marketing to children, child development theory, the latest research, and what marketing experts themselves say about their work, Consuming Kids reveals the magnitude of this problem and shows what can be done about it. ... Read more

Reviews (7)

All parents and teachers, please read!
This wonderful book tackles a huge topic concisely and sharply. Linn exposes the many ways children of all ages are marketed to by advertisers (even in our schools) for the sake of naked greed. She also does a fine job of articulating why all of this is bad for children and for society in general, and she backs it all up with evidence from psychological studies. Her tone is not shrill, but there is an urgency to this book that demands our attention; the rampant commercialism that is swallowing our children must be stopped. There is hope, if we start taking some action. Reading this book is a start.

A necessary read
In the spirit of 'Fast Food Nation', 'Consuming Kids' should be a required text for all high school and/or college students, as well as parents and educators, and anyone else who may be concerned or at least curious about how the media plays a substantial role in the way we form our values.

Valid points, terrible recommendations
I have no doubt that American children are left to the mercy of commercialism to a harmful degree. I'm also disgusted by the sexualization of children. So I'm sympathetic to the author's views on those points. But these are hardly novel observations to thoughtful parents, and this book contributes nothing new to the discussion.

The book implodes when the author turns to solutions. Linn cannot imagine that parents are capable of and ought to assert themselves, taking responsibility for proper parenting. To her it is a "societal issue" that should be "addressed" by the State. As the father of a girl of 21 months, I am living refutation of that. I can raise my own child, and I do. I have exceptionally high expectations of my daughter, and she is already an avid book lover and highly verbal. (She doesn't say "hurtie" or a "boo boo," she says "abrasion.") I have no intention of sending her to the horrible public schools that Linn's beloved State already inflicts on children. (Predictably, Linn wants ever more tax dollars dumped into the bottomless pit of government education.) I also want to avoid the abuse heaped on children by psychiatry, such as forced medication of kids disgnosed with the fake diseases like ADHD. Linn is apoplectic about kids being influenced by corporations, but mute about children being forcibly medicated by her professional peers.

Linn has no faith in parents, but limitless faith in politicians and bureaucrats, as if people who have never met your child care more than you do.

At bottom, there simple solution to the problems Linn addresses. They include turning off the television and setting rules. Reformers like Linn hate simple solutions, so she pushes more State spending and intrusion. Good parents know that regular TV viewing keeps children from developing intellect, character, and talent; so they keep the TV off most or all of the time. And they don't buy their 12-year-olds t-shirts that say "Hottie." You don't need a psychiatrist or a politician to tell you that, you just need some sense, love, and familiarity with the word "no."

Utterly missing the point, Linn likes the idea of children watching TV, and wants money -- lots more money -- given to public TV by the government. But it doesn't matter what kids watch on TV, what matters is that the very habit of watching TV makes kids stupid.

A good primer on how marketers manipulate children
This book is a good short course in the shameless tactics companies use to market products to children of all ages. Linn goes "undercover" to a marketing convention and gives the reader an idea of the mindset of the typical marketing person's attitudes. Her undercover reporting along with references to industry journals show the marketing industry's complete lack of regard for how their messages affect children. The book is intentionally short on advice to parents; it's not intended as a manual for how to deal with marketing.

Linn repeatedly says how marketing to children results in parents constantly having to say "no" to things. I wonder if this is as big of a problem as the author suggests. We all have to say no constantly to choices that are pleasing but bad for us. Adults know that they must produce a good or service to get money to buy other people's goods/services. This fact of life ought to be explained to children at a very young age. Responsible adults allocate certain amounts of money to each of their needs and wants. Why not give kids an allowance of some sort. If as children they spend it on something they really don't want, it is better that they learned the lesson then than grow up to be adults thinking their existence is defined by much pricier toys. With this lesson children might learn to save their money and only spend on things they really like. They might learn that putting their money toward something they believe in is more pleasing spending it on consumer products. When I have children, I will revisit this review to see if I was hopelessly naive and optimistic about children's ability to make the right decisions on their own.

I don't have any thoughts as to how parents should deal with marketing the glorifies violence (including media relations from the US military) (...). These are age-old problems that are intensified by media technology. I think, however, that the same media technology can provide information challenging harmful marketing. I am very circumspect about Linn's suggestion of keeping computers out of kids bedrooms, especially after they have developed critical thinking skills. At some age, hopefully not to young, kids are going to be exposed to all kinds of crap and in the end it will be up to them to make the right decisions. Again, check back in 20 years to see if my take is simplistic.

In any case, Consuming Kids is worthwhile to read as a warning about mainstream companies' willingness to exploit children to sell their products.

Dangerous Marketing
Although I consider myself a well educated dedicated parent, and I truly believe in capitalism as the best governing system, I find myself continually challenged as a parent to stick to my ideals and goals in raising my children - particularly with respect to purchasing. Consuming Kids was an eye opener in explaining why this has been so difficult. This book presents well researched evidence anyone can understand about the consequences of allowing advertising and marketing in more and more places - and often aimed at children.
Readable, Alarming, and Thought Provoking! ... Read more

Book Description

This text addresses the challenges that result from the change and growth within the financial services and credit industry.It is the best selling text in this market ... Read more

Reviews (3)

A Book Everyone Should Read !!
This 238 page book is loaded with the facts we all need to intelligently make final arrangements for our loved ones, or pre-need for ourselves. Everyone should read this book as it guides you and makes it easier for you to make funeral arrangements. It will help you arrange for the most appropriate funeral cost-effectively, and you'll avoid the pitfalls that can occur at your time of need. Major topics include: Caskets, embalming, vaults, visiting the mortuary, memorial gardens, FTC rules, paying for the funeral, how to deal with the funeral director and more. It exposes rip-offs, and exposes some of the