Why We Buy : The Science of Shopping

Author(s): Paco Underhill


Is there a method to our madness when it comes to shopping? Hailed by the "San Francisco Chronicle" as "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 Buy" is 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 Buy" is a remarkably fresh guide, offering creative and insightful tips on how to adapt to the changing customer. For the general public, "Why We Buy" is a funny and sometimes disconcerting look at our favorite pastime.

2000. Reprint. A very good copy.


RRP $34.95(AUD) (71% off)

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Product Information

Erica Marcus"Newsday"What Underhill offers in this delightful and engrossing book is a primer in the science of shopping....The effect of reading this book is that of being alternately entertained by hilarious stories and enlightened by trenchant observations.

General Fields

  • : 9780684849140
  • : Simon & Schuster Inc
  • : Simon & Schuster Inc
  • : 0.454
  • : February 2000
  • : 222mm X 146mm X 15mm
  • : United States
  • : books

Special Fields

  • : 256
  • : 658.834
  • : Paperback
  • : Paco Underhill