“At last, here is a book that gives this underrated skill the respect it deserves.” — The New York Times
” 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
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.