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Don't Mess with Mr. In-Between

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******************************** Don't Mess with Mr. In-Between http://knowledge.wpcarey.asu.edu/index.cfm?fa=viewfeature&id=1279 The BMW in the Costco parking lot is the operative metaphor of Michael J. Silverstein's new book, "Treasure Hunt: Inside the Mind of the New Consumer," co-authored with John Butman. Silverstein describes the flip side of "trading up" -- the trend in the luxury sector that was the subject of his best-selling first book of the same name. Consumers are buying more pricey goods, he writes, but they are also "trading down" -- treasure hunting -- for bulk goods and items that do not have high emotional value. The phenomenon creates huge opportunities for companies that figure out how to meet customers at the bottom or the top of the price continuum, and disaster for those stuck in the middle.