Why We Buy: The Science Of Shopping

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Simon & Schuster, Jun 2, 2000 - Business & Economics - 256 pages
213 Reviews
Is there a method to our madness when it comes to shopping? Hailed by theSan Francisco Chronicleas "a Sherlock Holmes for retailers," author and research company CEO Paco Underhill answers with a definitive "yes" in this witty, eye-opening report on our ever-evolving consumer culture.Why We Buyis based on hard data gleaned from thousands of hours of field research -- in shopping malls, department stores, and supermarkets across America. With his team of sleuths tracking our every move, from sweater displays at the mall to the beverage cooler at the drugstore, Paco Underhill lays bare the struggle among merchants, marketers, and increasingly knowledgeable consumers for control.

In his quest to discover what makes the contemporary consumer tick, Underhill explains the shopping phenomena that often go unnoticed by retailers and shoppers alike, including:

  • How a well-placed shopping basket can turn a small purchase into a significant sale
  • What the "butt-brush factor" is and how it can make sales plummet
  • How working women have altered the way supermarkets are designed
  • How the "boomerang effect" makes product placement ever more challenging
  • What kinds of signage and packaging turn browsers into buyers

For those in retailing and marketing,Why We Buyis a remarkably fresh guide, offering creative and insightful tips on how to adapt to the changing customer. For the general public,Why We Buyis a funny and sometimes disconcerting look at our favorite pastime.

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5 stars
37
4 stars
77
3 stars
74
2 stars
17
1 star
8

Easy to read, great insights, and dead on. - Goodreads
Good ideas for library layout. - Goodreads
This is a very interesting book and very easy to read. - Goodreads
Great insight for larger shops. - Goodreads
It is a good introduction to business anthropology. - Goodreads
Interesting insight for the average shopper. - Goodreads

Review: Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond

User Review  - Taylor - Goodreads

Contextually strong, but man does Paco ABUSE the use of message conveyance via anecdote. Read the first half and skim the second. Read full review

Review: Why We Buy: The Science Of Shopping

User Review  - Lukas Vermeer - Goodreads

After reading this, I still have no idea why I bought it, or why the word "science" appears on the cover. Perhaps a better title would've been: "How To Design Your Store: Random Anecdotes And ... Read full review

Contents

A Science Is Born
11
What Retailers Dont Know
34
The Twilight Zone
45
Copyright

18 other sections not shown

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About the author (2000)

Paco Underhill is the founder and CEO of Envirosell, Inc. His clients include Microsoft, McDonald's, adidas, and Estee Lauder. He is a regular contributor to The Wall Street Journal and The New York Times. He lives in New York City.

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