Sample Essay

Chapter seven of the book is entitled Hot Button 3 – The excitement of discovery and deals with the adventure consumers seek in searching for and finding newer things. The chapter discusses how people are influenced by their curiosity and urge to discover new products and services or newer application of these products and services. Companies can satisfy these wants by providing newer products to consumers or giving existing products a fresh feel and implement marketing strategies based on keywords such as secret, exclusive, new and state of the art.

The next chapter deals with the hot button of revaluing which focuses on the desire for experience gained from using a product rather than the satisfaction derived from the product itself. The author links this desire with individuals of the baby boomer generation who prefer products that provide them with experiences they were not able to acquire in their youths (Feig, 2006).

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