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Paco Underhill
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Why We Buy: The Science of Shopping Audio CD – Unabridged, April 10, 2007

by Paco Underhill (Author), Rick Adamson (Reader)
4.4 4.4 out of 5 stars 217 ratings
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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, Paco Underhill lays bare the struggle among merchants, marketers, and increasingly knowledgeable consumers for control.
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  1. Language
    English
  2. Publisher
    Random House Audio
  3. Publication date
    April 10, 2007
  4. Dimensions
    5.07 x 1.15 x 5.88 inches
  5. ISBN-10
    0739341928
  6. ISBN-13
    978-0739341926
  7. See all details
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Product details

  • Publisher ‏ : ‎ Random House Audio; Unabridged edition (April 10, 2007)
  • Language ‏ : ‎ English
  • ISBN-10 ‏ : ‎ 0739341928
  • ISBN-13 ‏ : ‎ 978-0739341926
  • Item Weight ‏ : ‎ 0.088 ounces
  • Dimensions ‏ : ‎ 5.07 x 1.15 x 5.88 inches
  • Customer Reviews:
    4.4 4.4 out of 5 stars 217 ratings

About the author

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Paco Underhill

Paco Underhill

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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.

Customer reviews

4.4 out of 5 stars
4.4 out of 5
217 global ratings

Top reviews from the United States

Connie J. Wehmeyer
5.0 out of 5 stars Why We Buy Helps Me Sell!
Reviewed in the United States on April 20, 2000
Verified Purchase
Since I have never been an avid shopper (usually once or twice a year besides the grocery), I found this book absolutely enlightening! I find I "shop like the guys" in the stores the few times I go each year. Usually I give my neighbor money and she buys my clothes, etc., during her very frequent shopping trips.
However, about a year ago I opened a Holistic Clinic and have started carrying items to fill needs of my bodywork clients and yoga students, etc. Paco's book really made a BIG difference in how I have done the presentation of products, signs, customer checkout, etc. My sales did indeed increase significantly!
I'm in a Business Networking group and have recommended the book to the other 20 people in that group and loaned it to a few. I also recommended it to 3 of our local bookstores (including a very large chain), the post office, and have given it as a gift to two friends who are starting their own businesses.
My husband teases me about "Well, what does Paco say?"
This book is fun to read, extremely informative, and has made a great difference in my sales - and a newfound enjoyment in shopping for me!
Thanks Paco!
7 people found this helpful
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Denis Benchimol Minev
5.0 out of 5 stars Very good spacial consumer behavior analysis
Reviewed in the United States on March 17, 2003
Verified Purchase
This book is focused on the development of a body of knowledge in how consumers shop from a physical standpoint. The main research methodology is that of general urban anthropology, meaning that the author bases his findings on thousands of observations of consumers in stores and then tries to synthesize his findings.
I found the book very useful in drawing attention to the importance of observation in determining store layout, and some of the main conclusions are very enlightning, such as suggestions on how the different shopping behaviors of men, women, children and the elderly affect the optimal layout of a store. Issues such as shelf height and location, corridor width, and customer profiling are dealt with in many different examples, giving the reader a good understanding of the methodology and the main lessons learned.
Overall, I recommend this book to someone who is somehow responsible for a retail environment. The lessons are good, the book is written in an engaging manner, and the method of thinking (observational) is presented in a convincing manner. The tone of the author is sometimes a little arrogant, and for that reason I took off a star, but otherwise it is a very useful book.
One person found this helpful
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Andy Orrock
4.0 out of 5 stars Paco's Life Work
Reviewed in the United States on January 21, 2005
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Paco Underhill's Envirosell has carved out a healthy and valuable niche in retail consulting - loosely, it's the 'science of shopping,' and Paco and team do impressive legwork to round up secret shopper-based observation and hidden video analysis.

But, don't expect to read 'Science of Shopping' and come out with a gameplan for your small- or medium-sized chain (although there's certainly a fair share of pointers). 'Why We Buy' is more a walk through Paco's life work, the evolution of the science. And kudos to Paco for that: he literally invented the field. My hats off to him. Coming out with the book was a brilliant piece of marketing. Want proof of that? When I pulled up 'Why We Buy' here on amazon to write this review, I was met with a sponsored link to Envirosell. Sweet.
2 people found this helpful
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L Brown
5.0 out of 5 stars You will say, Do I really act like that?
Reviewed in the United States on September 7, 2016
Verified Purchase
I have been a retail cashier for years and I thought I knew everything about shopping,
especially dealing with the public, well, I can officially say, I was wrong. In this book
it really breaks down all the "whys", how we act and react when shopping. It's has a
ton of fun research and it's not boring stuff either.
Read it with friends it's great conversation controversy that will make you look at yourself.
It's really surprising the stuff we do when we shop in stores.
One person found this helpful
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Holly
5.0 out of 5 stars He's the Malcom Gladwell of shopping
Reviewed in the United States on March 5, 2015
Verified Purchase
Loved this book. He's the Malcom Gladwell of shopping behavior. There are so many applications that can apply to retail businesses and other business. You will never go into a store again without noticing what needs to be changed. His stories are great--I still can't believe that if you are bumped more than twice while looking at an item--you won't buy it. It's fun stories like that and more.
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Morgan Luce
5.0 out of 5 stars Loved it!
Reviewed in the United States on June 20, 2003
Verified Purchase
Why We Buy brings to light the hows and whys of store set-up and design, I was intrigued right from page one. It gets into the psyche of shoppers by explaining why things are done the way they are and simple changes you can make to increase sales. They all make perfect sense! In understanding the psychology of consumers, one can increase sales by working together with the consumers' mind.
After spending a whole semester studying consumer psychology, marketing and advertising, this is the book that I enjoyed the most. You will never look at the shopping experience the same way again.
One person found this helpful
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Top reviews from other countries

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Cliente Amazon
5.0 out of 5 stars Bé.
Reviewed in Spain on June 10, 2021
Verified Purchase
Bò.
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KJ
5.0 out of 5 stars This book is brilliant
Reviewed in the United Kingdom on March 23, 2006
Verified Purchase
While I have some reservations about the veracity of Mr. Underhill's arguments in the E-commerce section, I feel that, overall, this book is excellent. It's given me some great ideas about my own business which I can't wait to implement.

It really is a study in the science of shopping. What do we do? What do we look at? How long for and why? How is a shopper's decision to buy affected by what they're already carrying, who they're with, where the product is in the store and what it's next to?

Why is putting shopping baskets at the FRONT of the store a bad idea? Similarly, what do people take in about products and signage you put there? If someone has physically entered a shop, how long is it before they mentally enter?

If you own or manage a retail concern, there are bound to be a few lightbulb moments in here for you.
One person found this helpful
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Prime Mover
5.0 out of 5 stars A must !
Reviewed in the United Kingdom on July 19, 2004
Verified Purchase
If you are involved or interested in retailing, in understanding just what it is that makes the difference at that critical "shall I.....shalln't I....." moment, you must read this book.
It's a light read - insight into human behaviour is always amusing - but its message really strikes home. If you're in retailing, you'll look at your operation through new eyes. If you're a consumer or simply a people watcher, no shopping trip will ever be the same !
2 people found this helpful
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Chippy
4.0 out of 5 stars How people shop and how to make the most of it
Reviewed in the United Kingdom on March 7, 2013
Verified Purchase
The author stumbled upon this a few decades ago and with this experience of watching people shop has helped companies and retailers improve their layouts to increase the likelihood of someone buying products. Fascinating for those of us that work in ultimately selling goods to households (not companies) and trying to optimise those sales
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V.G.
5.0 out of 5 stars Must have for every retailer!
Reviewed in the United Kingdom on May 19, 2012
Verified Purchase
If you want to know how to increase your sales this is the book to read.
It gives you loads of information and ideas what to look for to find possible problems and it is written in an entertaining and interesting way.
Very eye opening.
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