Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond

I need to ask Amazon how many copies of this book I've ordered over the years, but I guess at least a couple of dozens. I am a professional User Researcher, and I both practice and teach research techniques daily. I marked this book as "the ultimate book on User Research" on my LinkedIn profile, and I stand by my recommendation. If you are a user researcher, a designer, or anyone who is interested in people's behavior and making sense of it, this is a must-have book for a number of reasons: - It opens your eyes to the hidden life of everyday things and everyday people's behavior. You will start noticing things around you that you've never noticed before. - It teaches you the art of observation, how to see things beyond simply looking at them. Even if people-watching has never been your favorite pastime, it may well be now. The book is about shopping, but what you learn applies to observing any human activity. - It's equally educational and entertaining. It's not a text book on user research techniques, and that's why I love it. It reveals to you many useful tips and techniques on doing research, particularly observation, without actually "teaching" or patronizing you in any way. You learn because you are engaged, fascinated and can't wait to turn the page. This is the best learning of all. - It's a mirror. Even if you don't want to learn how to observe others, you'll laugh at noticing your own shopping behaviors you may have never thought about. Stop reading reviews and start reading the book. Honestly.

Amazing book packed with so much information. One thing after another and it’s amazing. I highly recommend this book for anyone who wants to start a business. It should be the standard! He has a fun perspective and it’s a great read. The only thing though he does not account for in his calculations of everything is fat mannequins, multi gender generation and socialism. The book is 2009 and I don’t think he saw that coming :0 Very happy I bought this book!!!

I first read the original version of this book years ago and still insist that people working on my teams (for retail clients) read this book as a primer to understanding key elements of the retail buying experience. However, as someone who spends considerable time in the digital world and working with some of the largest retail brands in the world around their digital and omni-channel efforts, I can't help but agree with many of the other reviewers that Mr. Underhill still hasn't realized the seismic shift of how the internet and digital is changing the retail landscape and how people shop. I always chuckled at his comments from the 1999 version about how the Internet would never "seriously challenge real live stores" given we live in a tactile-deprived society who crave touch. But I gave him a pass on this since no one knew for certain what the future held back in those days - I too was in the middle of that bubble too and our firm was heavily involved in both ethnographic research techniques and the digital economy and a lot of people, myself included, got some things wrong. But when I bought the new version recently with, the subtitle of "Revised for the Internet", I was hoping Mr. Underhill would have evolved his point-of-view on the role of the Internet and perhaps taking a mea culpa stance about his mistaken prediction. But he didn't really. The same line is in there (on page 168) with no alteration. And the Chapter on the Internet is woefully lacking. A first year analyst at our firm could provide more insightful observations on the impact of the Internet on today's retail environment and Mr. Underhill seems to be more intent on defending his original statement than offering up an enlightened perspective informed by his obvious expertise in retail and human behavior. Let's look at the fact: while absolute online sales still only represents about 8% of US retail sales, that is still far from just a minor sideshow but one might still argue his point that, at less than 10% of all sales, it is still not seriously threatening physical retail. But Amazon is obviously a major retail power at this point and strikes fear into the heart of almost every traditional retailer in the market except perhaps Wal-Mart. It is the consumers' changing behavior as a result of the Internet and of mobile along with the innovation at places like Amazon, Google, and all across Silicon Valley, that are forcing a re-definition of retailing. Mr. Underhill - the Internet is absolutely causing a seismic shift in retail that cannot be denied. In 2011, according to some research papers, more than half of retail sales were attributed to "Web lnfluenced sales" (the offline purchase was influenced by online research. I think this is overstated in terms of 2011 impact based on some of our research; however, it is more than just a complement - it is a major driving force. Forrester recently predicted that more than $1.6 trillion dollars in retail sales by 2016 will be attributed to cross-channel sales and, when you combine that with direct eCommerce sales, that is again pointing to more than half of the retail activity being directly impacted by the Internet. Let's not forget that e-Commerce sales are growing by 17% per year, far outpacing the rest of retail, but, again, more importantly, the role digital and the Internet play in the overall shopping experience is the radical change in shopping behaviors. It is the integrated, omni-channel experience that is what is transformational for retailers and shoppers today and Mr. Underhill barely scratched the surface on this topic which is was fine in 1999 but not acceptable in 2009. And definitely not now! All retailers are worried about the impact of "Showrooming" but very few (less than 15% by some reports) actually have a strategy to address this coming storm. Go check out thinkwithGoogle (no, I don't work at Google) and you'll stat after stat making this point. For example, nearly 80% of consumers are using smartphones while in the retail store and the list goes on and on. And it is accelerating, largely driven by mobile adoption. Wal-mart believes that 40% of all their online traffic will on smartphone and tablets this holiday season. To avoid beating a dead horse, I will end the critique there. I do think Mr. Underhill has some amazing insight into the science of shopping and it is found, in part, here in this book. And, despite his seemingly blind spot for the role of digital and the Internet and its massive impact on that science, I do still strongly recommend this book. Just be sure to put his perspective into the context of the broader set of research out in the market today that perhaps is not as blinded by what I can only believe is a refusal just to admin "Damn, I was wrong" and move on and apply his valuable insight into the dynamic space that is the evolution of retail. I'd love to see a new updated version with enhanced thinking in that area come out soon before this valuable read goes the way of Blockbuster into oblivion.

Not only was the book a good read, the writing is clear and concise - making the information easy to understand. Unlike some business books, you don't walk away feeling like you must have an MBA to understand the contents. In person, he is low-key and understated with good stories and ideas about how to make the retail experience better for your customers and the bottom line! Great book, very nice man - I high recommend as both an author and business consultant.

The title leads the "buyer" to expect a little more science, especially based on the vast history and geography that Mr. Underhill has experienced. I do strongly agree with the premise that with all the advertising (CM, magazines, posters,) messages get lost. So, that the store layout, products, and store operations, does act as a catalyst to consumer purchase behavior. The 5-star sections are those related to his observations and how he sees the future will develop new merchandising trends. And, I do agree that the times are changing, and what works today will not always work tomorrow. However, the fundamental thought process and human behavior observations will continue to add value and be the basis for future merchandising strategy. I am not wholly on board with the notion that "the failure of traditional engines for selling and delivering products that's created the opportunity for the engine known as e-commerce to exist," is correct. My favorite points. a) How public reaction to well thought out plans can lead to unexpected results. 1) bargain table leads to reputation of discount store vs the place for hot new books 2) Placement of product, information desks, signage, employees - What appears as the logical location, is sometimes Not so. b) The shopping dynamics changing with more women in the workplace. And, the insights related to the differences between how men and women, in general, shop, was fascinating. c) The differences among countries based on customs, language, and logistics. I find this section enlightening, with no one country as the best, but each can offer something to think about for one's own business.

Why We Buy is the perfect book for anyone interested or currently sutdying marketing. It gives you insight into the various techniques used by companies and stores to attract customers into their stores and how to get them to purchase more products. I have only read a few chapters of the book, but from what I have learned so far I have completely changed my habits as a consumer. The author does a great job of using real life applications of marketing in the marketplace today. I'm currently a business management major and taking this marketing class is very interesting to learn the foundations of customer and seller interaction. This book will help give insight into what it takes to be a successful market and how it applies in the real world to getting the products sold to the consumer. I found this book to be very interesting and it helps you understand and learn about how products in stores are placed, priced, etc. in ways to attract customers to buy them.

I used the first edition of this text in an American-studies graduate class. This newer edition is a bit updated (always good in a field like this) but mostly just in the last chapter, which is about electronic (internet) shopping. So, if you already have an earlier edition, you probably don't need this one: going to a library to check out the last chapter would be enough to update you. However, if you have no edition, I highly recommend "Why We Buy." Whether you are in the biz of selling or you are just an average consumer, this classic belongs on your shelf and should be periodically reread. I had my daughters read parts of it when they were teens so that they would become aware of how seriously the shopping industry is researched and geared to manipulate shoppers.

I heard Paco speak on NPR Winter 2009, and I thought, well this is interesting in light of our economy collapsing. I had no idea he would walk me through my own mindset as I enter a store, and why I end up buying so many things I only realized I needed once I took them home. Now that I am unemployed, (and lacking that discretionary income that gave me the option to not really think about what I was doing), I at least have a better idea of when I feel like I am being manipulated by store marketing (even if I still buy the salsa to go with the chips to go with the coke...) I would love to get Paco's insights on the effect of a much smaller budget for the American Household, and what smart stores will do to adjust.