Feig, a marketing consultant, uses his vast experience in directing businesses to use emotion to sell a product. Drawing on such basic marketing concepts as market share and target marketing, he explains how to get customers to embrace a product and keep buying it. Feig gives 15 "hot buttons" to push for making consumers want to make apurchase, including status, family values, need to belong, and fear of aging. The point is to be sure that customers respond comfortably to these "buttons," hooking them on the product. A well-written book for marketing and business professionals.Joel Jones, Kansas City P.L., Mo.