Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your email address or mobile phone number.
Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond Paperback – December 30, 2008
"The Industries of the Future"
Innovation expert Alec Ross explains what’s next for the world. Learn more.
Frequently Bought Together
Customers Who Bought This Item Also Bought
" Thanks, Mr. Underhill, for explaining in clear and witty prose why my shopping habits are not all that crazy. Now, please tell my wife!" -- Bob Gale, writer/producer, Back to the Future trilogy
"I'm in love. And if I didn't have a devoted husband, two kids and a crushing mortgage, I swear I'd throw caution to the wind and run away with Paco Underhill...fascinating." -- Rocky Mountain News (Denver)
"Why We Buy is a funny and insightful book for people on both sides of the retail counter." -- Michael Gould, CEO, Bloomingdale's
About the Author
More About the Author
Top Customer Reviews
One example is the entry zone at the front of the store - you'd think that's a prime location for signage, deals, brochures, etc. But when you're headed through the door into the store you see almost nothing and stop for almost nothing, and then (in America) you tend to drift to the right and then you're 'in' the store. If you put a store directory just inside the door, nobody uses it. Move it back a bit so you can find it once you're into the store and suddenly it's heavily utilized. He has hard observational data for all these, so they're compelling in addition to being fascinating.
And of course all the bad examples are great fun to read (seniors crawling along floors trying to read labels on badly shelved medicine), as are the descriptions of how different groups shop (male vs female, old vs young, parents vs. single, etc.) The whole book is pretty much a commercial for Underhill's company, but it's still informative and fun reading.
Where the book falls down is at the end, where a chapter on the Internet is shoehorned in and a perfunctory shout out to each of Envirosell's worldwide branches is included.Read more ›
However, once he runs out of facts a couple of chapters into the book, Underhill pads the rest of the book out with opinions, and this is where the problems begin. While he may be an excellent observer, Underhill is a poor business analyst. He doesn't understand the dynamics of many of the businesses he comments on. Many of his suggestions are embarassingly ignorant of the realities behind the businesses he discuss, or, worse, suggest--as if he invented the concepts-- that companies should do things that they have already been doing for years.
His chapter on the Internet is a perfect example of both of these criticisms. As someone who has designed and run a successful internet sales site for 5 years I wasn't sure which was greater--his ignorance or his condescension to those of us who have actually done the pioneering work he snipes at.
So read this book with the understanding that Underhill is a pretty good anthropologically-trained note taker,whose observations have turned up several things of interest to the retailer, at the same time that he is a pathetically bad business consultant and would-be futurist, with a pathological need to self-promote and a very annoying prose style.
I view this book as the non-scientific underpinnings of a science (contrary to the sub-title of the book). Mr. Underhill seems like the gentleman scientists of a couple hundred years ago, making excellent and valuable observations, but not having clearly articulated a scientific method that can be applied broadly. This book is certainly worth reading (and for some it may be a real eye-opener), but I feel that a definitive text on the study of buying behavior has yet to be written (or, at least, discovered by me). In favor of this book, it is a fairly easy and quick read, where perhaps a more comprehensive book would not be as accessible. Consider it ...
The book further discusses the different age groups, family configurations, and genders, and how they shop, maximizing the efficacy of signage and packaging, etc. It has many hints to increase sales over short and long periods of time.
It also advocates making stores more family-friendly. As a parent that has failed to successfully negotiate the Gap Kids' fixtures with a stroller and thus decided not to shop there again, I heartily agree with Underhill's suggestions.
Consumers should also read this book to understand the insiduous (and fascinating) means retailers are using to manipulate them into further purchases. We all know how playing Christmas music is supposed to get you in the mood to buy more. This book details different subtle ways in which retailers are modifying their stores to entice you to buy. My favorite: placing a hopscotch game on the cereal aisle, forcing parents to slow down and become more vulnerable to kids' requests for the latest Sugar Bombs. If you feel that retailers are the enemy, this book will provide further proof.
Most Recent Customer Reviews
It's more for retailers. No big secret hidden. It will be considered irrelevant in online shopping age.Published 17 days ago by Phoenicians
I would've paid twice as much for a bullet pointed list of insights gained in reading this book instead of wasting the time reading the whole thing. Read morePublished 24 days ago by Erin Whitcomb
This is the book inspired me to join Retail Industry. It opened my eyes to the interesting retail worldPublished 1 month ago by Chenyudi
Purchased for class and it's a great read if you're into the psychology of consumer behavior.Published 2 months ago by Amazon Customer
This book was amazing to say the least. I would definitely suggest it for any budding marketers or those who are interested in either starting a business or growing sales. Read morePublished 3 months ago by Shaquille
Disappointing read about the customer mindset in retail environments, mostly because it is woefully outdated. Read morePublished 4 months ago by johnny