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The Guide to “Common Sense” Marketing: Simplifying Complexities with Simon Bowen

Lean Marketing

CHAPTER

Understanding Consumer Behavior: The Intersection of Ego and Discretionary Spending

This chapter delves into consumer behavior regarding luxury items, particularly focusing on the emotional and financial factors that shape buying decisions. It examines discretionary spending and the interplay between financial status and ego, using luxury cars as a case study to differentiate needs from wants.

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