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Customer Review

32 of 32 people found the following review helpful
4.0 out of 5 stars Retailers, manufacturers and consumers should read this book, December 27, 1999
This review is from: Why We Buy: The Science Of Shopping (Hardcover)
This is a book both McDonalds and Ralph Nader would love. In this book, Underhill suggests different methods to maximize retail sales. Some include, for example, common sense solutions such as raising or lowering products so as to fall within the person's view range. Others are based on his research, such as putting a product you're pushing to the right of the best-seller. Many people will gravitate to the desired product (think of it as the magician's trick of "forcing" a card).
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.
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