Why We Buy - Libro en Inglés

Why We Buy: The Science of Shopping – Paco Underhill

Every day, millions of decisions are made in shops and stores, and most of them happen in seconds, without the shopper giving them much thought. Paco Underhill has made a career out of understanding those moments.

In Why We Buy: The Science of Shopping, Underhill, an environmental psychologist and founder of the research firm Envirosell, describes what he and his team learned from tracking and filming thousands of shoppers in stores, malls and banks. Their work reveals how store layouts, displays, signs, lighting and service affect what people notice and what they ultimately purchase.

Among the book’s insights: shoppers need time and space to slow down after entering a store before they notice anything; they tend to move in predictable patterns; they want to touch and try products; they avoid aisles where they might be bumped from behind; and they leave if checkout lines are too long. Underhill also explains how the habits and needs of men, women, children and older shoppers differ, and why stores that ignore these differences lose sales.

Packed with lively anecdotes and practical lessons, the book helped transform how retailers design and run their stores.

Why We Buy is an essential read for retailers, store designers, marketers and entrepreneurs, and an entertaining, eye-opening look at everyday behavior for anyone who has ever wondered why they bought something they never intended to.