Industry Eye: Shop Talk - Q&A; Web Content

All About ROI: What was your intent with ?the book?

Lee Eisenberg: Shopping and buying are activities we engage in every day, yet few of us have much insight why we do what we do and how what we do can be influenced by those in the business of selling us things.

So I take readers on what I believe is a lively and informative tour through both sides of the consumer universe. In the first half, we journey through what I call the "sell side" — that's your side: the world of marketers, consumer researchers, ad agencies, retailers of every description, even neuroscientists — in an effort to show how the various forces align. In the second half, I peer into what makes consumers tick: their love of the new and different, why men and women may behave differently in stores, why some are cheapskates and others shop with holes in their pockets.