Why We Buy: The Science Of Shopping

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Simon & Schuster, Jun 2, 2000 - Business & Economics - 256 pages
223 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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This is a very interesting book and very easy to read. - Goodreads
Good ideas for library layout. - Goodreads
Great insight for larger shops. - Goodreads
Interesting insight for the average shopper. - Goodreads
His writing style is clear and the chapters make sense. - Goodreads

Review: Why We Buy: The Science of Shopping

User Review  - Lauren - Goodreads

I flew through this book. A very interesting read and case study on consumerism and how it relates to what we think of ourselves and aspire to be. Read full review

Review: Why We Buy: The Science of Shopping

User Review  - Jasmine - Goodreads

Rating clarification: 3.5 stars Incredibly fascinating book, one that exposes the hidden world of shopping and the way we interact with signs, displays and layouts, whether consciously or ... Read full review

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A Science Is Born
What Retailers Dont Know
The Twilight Zone

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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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