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Trading Up: The New American Luxury
I really like this book because it offered explanations for what seems like irrational behaviour. Have you ever noticed that you’re willing to drive all over town and comparison shop at Target, SuperWalmart and the mall in order to save $3, but then you’ll spend $3 more for organic frozen dinners. Or Starbucks coffee. Or a Panini sandwich instead of Subway? Well, this book explains the characteristics of the Panini sandwich that make you willing to pay more for it: the homemade bread, the intimate local, etc. Warning! The authors are writing to business people – giving them ideas on how to leverage your willingness to pay $3 more. But the book is very interesting and uses examples that really back up their theories like BMW, Panini, and Victoria Secret.