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Why We Buy: The Science of Shopping

3.81 of 5 stars 3.81 · rating details · 3,129 ratings · 301 reviews

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...more

Paperback, 256 pages

Published June 2nd 2000 by Simon & Schuster (first published May 13th 1999)

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Aug 06, 2007 Wayne rated it 1 of 5 stars Recommends it for: Beginning retailers

Rather disappointing -- it reads like a book length sales brochure for Envirosell, the company the author founded. Every page follows the same formula: A foolish retailer was doing this. I told him to do this. He did, and he is now more virile, has a better looking wife, has more money than he could imagine, and he thanks me daily.

This gets old. A few fun tricks of retailing are buried here and there, but the book should be subtitled: How to Get Rich Using Common Sense.

11 likes · like · see review

Mar 17, 2009 Danielle rated it 1 of 5 stars

Shelves: nonfiction, 2009

Horrendous, for several reasons.
First, it is outdated, which is my own fault -- he has a newer book and I happened to pick up the wrong one at the library. There are references to dial-up modems and portable cassette players, among other things.
Second, it reads like a sales pitch. The guy is arrogant and self-serving, pitching his company (Envirosell) throughout. That's just plain annoying.
Third, and probably most offensive, it is sexist, making broad generalizations about female vs. male shop...more

6 likes · like · see review

Nov 30, 2007 Jen rated it 4 of 5 stars Recommends it for: everyone

Shelves: consumerism, professional

As a consumer, this book frightens me; every display, every sign, every detail in a store is designed to part me from my money. I'm pretty aware of that, but the details in this book will frighten you.

For librarians, this book has a vital message: marketing (and thinking about marketing) is everything. We have something to sell, even if we don't make a profit. The author, from a science-sales point of view, thinks that books should have age ranges; that's scary to me, but understandable from a s...more

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Feb 14, 2013 Michael rated it 4 of 5 stars

I will never be able to go into a business, especially a retail store, without an eye on traffic flow, product placement, the employee and purchaser environmental factors, along with signage, without thinking what I learned about the aforementioned topics. An enlightening read on "why we buy", and also an aid on possibly controlling why we buy. Great book.

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Mar 17, 2013 TeacherMrLoria rated it 2 of 5 stars

A fairly interesting, albeit a bit dated book. As part of my current quest to understand business, why not read this book after a day of skiing before cuddling up in front of a fireplace right? Tough life.

The book is simply put, a scientific (very data based) approach to how people function within stores. The book was written in 1999, and my how time flies. There is a section regarding online shopping, but it takes up about 7 pages out of 248 pages. The book primarily discusses retail shopping,...more

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Jan 01, 2013 Nathan Burgoine rated it 3 of 5 stars

Shelves: nonfiction

This was homework - it was 'suggested' that I should read it at a meeting (I manage a bookstore), and as such, I had the visceral but I don't wanna! reaction. Then, I settled down and started reading.

(a) There's some good stuff in here. A lot of it even made me laugh, such as the realization that most retail shops designed to sell infant-centred merchandise don't leave enough space for a stroller, and other tid-bits of what you'd assume would be common sense, but isn't. A lot of bookstore centre...more

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Aug 14, 2012 Loy Machedo rated it 4 of 5 stars

Loy Machedo’s Book Review – Why We Buy by Paco Underhill

See if you know the answers to these 10 questions
1. Do you know which side Shoppers normally turn to when they walk into a store?
2. Do you know a method by which Children’s products can fly off the shelf by just a small inexpensive change?
3. Do you know one small feature that can result in people purchasing much more than they actually would?
4. Do you know one major mistake a big brand store can make which would result in people not wanting...more

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Aug 29, 2011 Jessie Young rated it 4 of 5 stars

This book was recommended to me after I became absolutely obsessed with grocery shopping in Santiago, Chile. I think it was the hunt, or maybe just that I had a ton of time, but I went grocery shopping pretty much every day while I lived in Santiago. I found the assortment of foods fascinating and the way they were packaged (mayo in a bag!?) even more-so. I'm also, in general, a very tactile shopper so I was interested in what he'd have to say about that.

My expectation was that this book would b...more

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Aug 24, 2011 Kevin Rubin rated it 4 of 5 stars

Paco Underhill is a consultant to a large number of retailers, studying how they work and advising them on ways to increase sales. He begins by describing how his team goes to retail outlets and inconspicuously (urban camouflage of khaki trousers, brown shoes, etc...) watches customers to see how they shop, or how they don't.

By retail he includes just about any sort of business where the customers go in to purchase things, supermarkets, toy stores, clothing stores, department stores, fast food r...more Paco Underhill is a consultant to a large number of retailers, studying how they work and advising them on ways to increase sales. He begins by describing how his team goes to retail outlets and inconspicuously (urban camouflage of khaki trousers, brown shoes, etc...) watches customers to see how they shop, or how they don't.

By retail he includes just about any sort of business where the customers go in to purchase things, supermarkets, toy stores, clothing stores, department stores, fast food restaurants, family restaurants, banks and more.

Chapters describe how shoppers move around in space, from the parking lot into the store, how stores should ideally be laid out to maximize shopping. For instance, he describes the entrance from a parking lot is a "dead zone" where shoppers are hurrying from outside, adjusting to the change in lighting, still getting their bearings but many retailers put the prime merchandise in the honored spot, and it's wasted because shoppers have not yet begun to shop!

He gives recommendations on how to accommodate men, women, the elderly and small children (who he describes as a big force in shopping, through their influence on their adults with the money). All of those people shop in different ways and have different needs. And stores need to accommodate all of them at once, too.

Throughout he tells lots of little stories from his own experience, either shopping at stores near his office, or as a consultant, occasionally naming his clients, business with big, household names, like Blockbuster Video, Macy's, Victoria's Secret, Radio Shack or Pathmark.

"We are now dangerously overretailed -- too much is for sale, through too many outlets... Judging from birthrates, we are generating stores considerably faster tahn we are producing new baby shoppers."

At times his writing is dry, technical, and at times he's over-the-top excited about shopping. It's in those latter that he gets pretty funny, really, and occasionally a little risque with double entendres.

It's at those times, too, that dammit, I wanna go shopping!(less)

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Mar 05, 2011 Tripleguess rated it 3 of 5 stars

This was an interesting book for the first couple chapters. I was fascinated by the premise: stores nowadays function as their own advertisement and can affect whether and how much shoppers buy through the judicious placement of signage, merchandise, and staff; however, it's hard to determine what ought to be moved without thorough study of current "traffic patterns" and even then adjustments don't always have their intended effect because "the obvious is not always apparent." Take the "butt-bru...more

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Feb 26, 2011 Paul Pessolano rated it 3 of 5 stars

This is an updated and revised edition of Paco's original book that was released in 1997.

Paco Underhill is the owner of Envirosell; a company that studies the buying habits of consumers and advises companies how to take advantage of these buying habits.

I was interested in the book as a consumer because it gave me insight into why certain items catch my eye, why some items do not, and what I may base my decision on buying an item.

It is also interesting from the standpoint of the company. How do y...more

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Jul 13, 2010 Elfdart rated it 3 of 5 stars

i read the book because of the title, i’m kind of interested in how we tick, and though i don’t think a book would be able to answer this question, attempts amuse me. however. this was not about why we buy, but about how stores position things so that you might want to buy them, a marketers perspective on the retail store if you will. and it was interesting for the most part, but it was only a passing fancy interesting, not a stop what you’re doing and read this book interesting. things like who...more

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Apr 21, 2009 Frank Stein rated it 4 of 5 stars

Despite its pop-sciency title, this book is written by the world's premier "retail anthropologist," a term the author is happy to admit he more or less invented. He also admits that he remains pretty much the only practitioner. Still, he knows his stuff.

The book doesn't deal with things like advertising, general consumer psychology, or why we purchase, say, cars instead of life insurance. It deals with what shoppers do when they walk into a retail store.

First, they turn right. Almost always. Se...more

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Nov 29, 2010 Ryan rated it 1 of 5 stars

Shelves: 100-in-2010, socialscience

Don Draper would scoff and say "what?" http://www.youtube.com/watch?v=R9DCaf...

I could barely finish this, and I'd say he ripped off Don Draper were it not for the fact that Mad Men was written after this book was. Is advertising really all about love? Hmph.

This book is written by Paco Underhill, who presents himself as an arrogant, simple-minded know-it-all who left (cue schlocky singsong playground bully voice) "academia" to go out in the Real World to actually apply all these "scientific" thi...more Don Draper would scoff and say "what?" http://www.youtube.com/watch?v=R9DCaf...

I could barely finish this, and I'd say he ripped off Don Draper were it not for the fact that Mad Men was written after this book was. Is advertising really all about love? Hmph.

This book is written by Paco Underhill, who presents himself as an arrogant, simple-minded know-it-all who left (cue schlocky singsong playground bully voice) "academia" to go out in the Real World to actually apply all these "scientific" things that he learned in the ivory tower to the retail world. If you don't want to read the book, and I don't recommend that you ever do, this is essentially what it is:

'I mean, these retail simpletons were practically barring customers from their stores before I came on the scene! When I told them to get rid of the flaming spike viper pit in front of the cash registers and to move the Metamucil display from the volcano-based trapeze obstacle course to a middle shelf, sales went up three thousand percent, the store owners became billionaires, and they recommended my company, EnviroSell (tm), to all their friends. Ha, ha!'

Okay it's not that bad. Mostly. But that's the impression I got from Chapter 1 to the end. He does go through what retailers should know, and this book is ten years old. It's an interesting idea, and should have been a good book. Some retailers don't think about what would be easy for their customers, or who their customers really are, or what draws attention most effectively. But he presents this information as both a pool of knowledge only his company provides through the Miracles of Science, and also simple stuff that these stupid retailers should know, and rely on me, in my brilliance, to tell them for a fee. It doesn't work. Organizational, behavioral, cognitive, and linguistic psychology more than covers all of the "science" he trumpets as his own genius oeuvre that No One Else In The World thought of before he went corporate.

He does manage, in his headlong blind horror movie chase scene of a narrative pace, to accidentally step on some mundanely interesting insights. People watch you while you shop, locking things in glass cases hurts sales, people look at flashy things, customers like to do whatever's easiest, waiting in line feels longer than it actually is, parents will buy things to shut up their kids, women like to shop longer than men do, people fall for "deals," customers like interaction and information when making large purchases, and people like to pretend they aren't spending money. If this guy wasn't such a sad little goober, some of these insights, presented in a completely different way, and multiplied by about 17, would have made the book almost tolerable. I think he didn't quite get there.

If I needed one more thing to convince me that he's not some retailing psychology genius, his chapter on internet shopping (written in 2000), sealed it. Essentially this whole stores-using-internet-to-sell-stuff will never take off. People like being in stores too much. How can you replicate the shopping experience on a monitor with tiny images?

I want Roger Sterling to rough him up a bit, verbally. http://www.youtube.com/watch?v=a4GfXV...(less)

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Jun 11, 2012 Celine rated it 3 of 5 stars

Shelves: advisory-12th, advisory-12-quarter-4

Why We Buy: The Science of Shopping
By Paco Underhill
256pp. US
Simon & Schuster $16.00
ISBN: 978-0684849140

Who can honestly say that s/he is not materialistic? Not me, and I bet not many others. No one dares to buy a pair of sneakers from an unpopular brand. No one dares to walk into a store to buy non-branded clothes. No one dares to wear an unheard of bag. All because branded items have become mainstream. Who can admit that s/he does not like to shop? Once again, not me. Buying and shopping...more Why We Buy: The Science of Shopping
By Paco Underhill
256pp. US
Simon & Schuster $16.00
ISBN: 978-0684849140

Who can honestly say that s/he is not materialistic? Not me, and I bet not many others. No one dares to buy a pair of sneakers from an unpopular brand. No one dares to walk into a store to buy non-branded clothes. No one dares to wear an unheard of bag. All because branded items have become mainstream. Who can admit that s/he does not like to shop? Once again, not me. Buying and shopping have become such common and enjoyable activities that it can be done on a day to day basis. And all because society has placed so much importance on the value of money and owning of materialistic goods.

Why We Buy: The Science of Shopping is a book about shopping, the patterns of shopping, the differences in the way men and women shop, store advertising, designer brands, and the mindset of the everyday shopper. Although we as consumers do not realize it, everyday, we are bombarded by thousands of advertisements, tempting us to buy. They are everywhere, on magazines, television, and even on the internet. Shopping itself has turned into a means of rewarding, bribing, therapy, a pastime, entertainment, and an activity where one could fish for potential lovers. It has also become a social activity, for spending time with friends. While women do shop more than men, men actually tend to care less about the price of their purchases. One of Underhill’s surveys evidently supports that 86% of women look at prices but only 72% of men. He also makes a good point, that people want what other get, whether to fit in, or to follow trends. “Products now live or die by what happens on the selling floor,” (Underhill, 63). The emphasis on designer shopping can be reversible though, since consumers have the power to do so.

I would recommend this book to anyone, but mostly girls because I feel as if girls can relate more. I really was able to understand what Underhill was talking about when he talked about how shopping has turned into an activity where one just looked for specific items to buy, instead to an activity for friends to spend time together. There are also some very interesting tactics that stores use to welcome and then lure customers into buying. For example, even the placing of the products in the store can affect the mindset of the consumer. It is kind of sad how people have become so materialistic and dependent upon goods to fit into groups, but it is due to the desire and obsession with looking good. That kind of ideology is a shallow one that must be challenged.
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Mar 14, 2011 Marc Rocher rated it 2 of 5 stars

I read this for work reasons, and found the first 70% to be very interesting, although primarily consisting if the same few points being rehashed (although ones that apparently need to be repeated, based on many retailers I see). Far fewer insights were offered here than in one of Mr. Underhill's workshops (to be expected, given the difference in price). In any case, I'd recommend it to anyone directly or indirectly involved in merchandising.

The last 30% (beginning with his take in the Internet)...more

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Jan 03, 2013 Heather rated it 2 of 5 stars · review of another edition

Shelves: business, non-fiction, science

The first part of the book was pretty fascinating--I learned a lot about signs and what people pay attention to in stores. A lot of it could have applications in libraries, too.

I skimmed sections throughout the remainder of it, though. Underhill's voice got more and more annoying--he sounded like he was hyped up on twenty cups of coffee. A repetitive pattern emerged of "some people think this works to sell things, but this is why it doesn't work, and this is how much more awesome you can make it...more

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Jun 13, 2009 Andrea rated it 2 of 5 stars

Shelves: nerd-stuff

Here is a literary example of "good idea, bad execution." Underhill has lots of interesting little anecdotes, yet presents them in a disorganized, sometimes arrogant, sometimes wistful, and occasionally creepy style.
Some points I found interesting and profoundly true:
-You need to be slowed down when entering a store from a parking lot (caught myself speeding past the section I needed in Target just the other day).
-Despite my mom's vigilant hand-slapping when I was young, the adult consumer in...more

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Jun 30, 2012 Matt rated it 3 of 5 stars · review of another edition

Shelves: non-fiction, business

I found the anthropological take on retail shopping fascinating. Basic physiology leads to tons of purchasing tendencies - a higher likelihood of unplanned purchases coming from the right of items we pick up on shelves (since 90% of us are right-handed) and the effect off aisle width on in-store shopping time are just a couple examples that come to mind.

That said, parts of this book read like a brochure for the author's retail consulting and consumer insights firm, and even in his second editio...more

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Apr 11, 2013 Suman De rated it 3 of 5 stars

For any one working in traditional retail this book has to be a must-read. The fascinating details about how different people behave in retail settings, how they walk, where they look, how they make decisions and more are backed by years of ground level data and research.

I would say even if you are not in the business of retail, this book provides a great insight into the workings of the human mind that you can possibly use in other settings.

The only problem I have with the book is with Mr. Unde...more

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Feb 15, 2009 Rachel rated it 3 of 5 stars

This review has been hidden because it contains spoilers. To view it, click here. Paco Underhill is the founder of Environsell, Inc, a company that consults with retailers by observing shoppers in their environment - the store. The first four-fifths of the book were very fascinating as he shared some observations about shoppers, the shopping environment, and the simply solutions that make shopping better, and as a result yield in more buying.

What I thought was so interesting about his observations was the simplicity of it all: if the shopper can reach the product, if the sho...more Paco Underhill is the founder of Environsell, Inc, a company that consults with retailers by observing shoppers in their environment - the store. The first four-fifths of the book were very fascinating as he shared some observations about shoppers, the shopping environment, and the simply solutions that make shopping better, and as a result yield in more buying.

What I thought was so interesting about his observations was the simplicity of it all: if the shopper can reach the product, if the shopper can read the signs...the likelihood that the shopper will turn into a buyer increases. This seems so obvious, but he demonstrated with examples over and over again of retailers that just didn't get it. He talked about one of his first clients, a music store, where they had an area in the store that had a posted sign with the Top 40 best songs or albums. The sign was posted at certain height that made it difficult for the shoppers to see. The shoppers were mostly teenagers, and once the store lowered the sign to teenage height, the sales of Top 40 albums immediately went up.

He also talks about dressing rooms, customer service, and the cash/wrap (cash register) sections of stores and how simple modifications can make huge differences. While reading the book, I kept one of my favorite retailers (Target) in mind and ticked off what they were doing right and what they could be doing better.

Before reading the book, I glanced at a review from another Goodreads member and noticed that she was appalled by all the sneaky tricks that retailers played in order to "trick" shoppers into buying. But I didn't feel that way while reading the book. The truth is, we are all shoppers, so why wouldn't we want our shopping experience to be more comfortable, or easier, or enjoyable? Who wants to wander around a store for 20 minutes looking for a knowledgeable clerk? Who wants to be told that they can only bring in 5 items to dressing room when they have 6 items in hand? I saw it as a symbiotic relationship because most shoppers go into a store intending to buy, so I don't see how they are being tricked when they actually do just because their shopping experience has now been made easier.

Overall I enjoyed the book, however, the last fifth of the book, was very poor. This was the section that was "updated and revised for the internet, the global consumer and beyond" and it just didn't fit in with the rest of the book. Instead of concrete observations and actual examples, it was Underhill's personal musings about how the internet could possibly be better and how retailing websites fail. He talks about social networking sites, and then admits that he has never signed up for one and gives up his age as the reason. At that point, I felt he was unqualified to speak about this realm of shopping potential because of lack of exposure and his not so hidden bias.

After the internet chapter, the book falls apart from the "Come Fly with Me" chapter to the end of the book. There he begins to talk about Environsell and how it started to grow and expand into international markets. However, he spent less time talking about the cultural nuances and differences of foreign retailing than he did about his company growth and specific employees he hired to manage each division. It ended up as a rambling mess; here are some excerpts to demonstrate my point:

"Here's a boarding pass. Step on it - the gate's closing. Pop a Xanax, fasten your seat belt, extricate that blue blanket from its shrink wrap. Oh, and the aisle seat is mine, an anatomical necessity for a guy with long legs" (pg 254).

"I won't ever forget the day when Gusi and Kita met for the first time in our New York offices. They were wearing identical outfits. Their purses were the exact same style. They carried them the same way. The owned the same type of car - same color, too, I might add. The similarities extended to the way each woman described her husband. They might have been talking about the same guy, though luckily for all of us, they weren’t.” (pg 259).

So as you can see, he completely veers off course and all of the sudden reverts to this “cute” first person narrative where he invites the reader on a plane trip and then he goes onto describe new employees and their great personalities. Who cares? Future readers should feel justified in reading only 4 of the 5 sections of the book in order to learn the science of shopping from the observational perspective. The last fifth can be left untouched.
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Jan 09, 2011 Mo Tipton rated it 1 of 5 stars

Shelves: biz-money-econ

If one were to remove all of the sections that served merely to promote Underhill's company, Envirosell, this book would probably be less than thirty pages. That said, there are some really fascinating tidbits in here about human beings' tendencies in retail environments; however, my business in primarily online-based, so while I might be able to employ a few principles in my craft show displays, the rest was interesting-yet-worthless.

The updated Internet section touted on the cover basically i...more

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Dec 11, 2011 David McClendon rated it 4 of 5 stars

Paco Underhill has hit the nail on the head with Why We Buy. It was assigned to me in an Anderson College marketing class and since then I purchased a copy for my own and given away copies to some merchant friends of mine.

If you are in retail you must read this book before you put together your next display. The book might be a little bit "Self Promoting" but overall it reminds retailers of the different little things that must be done to make the shopping experience more comfortable for the sho...more

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Jul 14, 2012 Michelle rated it 3 of 5 stars · review of another edition

Shelves: nonfiction

This isn't just a business book about marketing, it's an insightful essay about human behavior. Underhill stumbled upon a career in the "science of shopping" by applying ideas he learned from anthropology and environmental psychology to consumers. Small realizations about how people react to their environment (e.g. most people don't notice anything within the first few feet of a store's entrance, they're too busy getting their bearings) have big impact when used as a principle in store design. W...more

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Jun 24, 2012 Alberto Pellizzato rated it 2 of 5 stars

The book contains some interesting nuggets of information that are rare to come by, it's fascinating to have definite quantities on human behaviour.
Unfortunately such nuggets are rather sparse, and many of them don't offer any new insight, as much as they corroborate common sense, by showing how putting common sense to use when planning and environment and gearing it towards maximising sales.
I wasn't expecting a textbook, but after reading stuff from James Surowiecki, this falls a little short o...more

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Jun 11, 2011 Sophia rated it 4 of 5 stars · review of another edition

Shelves: 2011, non-fiction, business

Why We Buy is an insightful introduction to 'the science of shopping.' Paco Underhill, whose articulate interview on PBS led me to his book, started a marketing research company that does empirical research on shoppers. This book—a distillation of many hours of systematically observing people shop—bridges the disconnect which often exists between corporate offices and the selling floor. It has analyzed what shoppers, broken down by anatomical constraints, age, and sex, need and want in order to...more

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Feb 25, 2009 Tim rated it 4 of 5 stars

Underhill, an urban anthropologist, started a company - Envirosell - which uses intensive but unobtrusive observational methods to gather data on human behavior in brick-and-mortar stores. In a sense, his account of shopping, retailing, and human behavior is a model of the enticing, smartly and usably designed shopping experiences his business research aims to promote. Instead of gadgetry, gimmickry, arcane concepts, or ungrounded quantities Underhill recounts a simple observational and comparat...more

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Jul 31, 2010 adllto rated it 4 of 5 stars

Shelves: ologies

The move from being a professor in environment psychology to being the founder of Envirosell and author of this book wasn't that great. Understanding consumer retail culture is to understand how space, layout,gender psychology and signage can be used to influence people. Now this is a book about retail anthropology at it's most fascinating. Now, after reading it, I know; why the pharmacy is always at the back of Shoppers Drugmart; why mirror placement is so important in women's clothing stores;...more

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Jul 18, 2012 Jessica Philo rated it 2 of 5 stars · review of another edition

Interesting, but potentially sexist and the man is full of not only himself, but his company as well. For someone who conducts such scientific observational research there are no citations or real evidence to show that what Underhill spouts out is true. The only evidence is along the lines of 'we saw the problem, told them to fix it this way and boom! Sales were up 200%.' It was hard not to feel like a blithering idiot who has no control over their own buying habits, since retailers have us all...more

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May 10, 2013 Aryn added it

I will never be able to look at a sign the same way again. While dated (written when dial-up Internet and Blockbuster were still a thing), this book is incredibly insightful and thorough. Paco Underhill points out simple observations, applies science, and the result is retail magic.

It shows also that even today, over 10 years later, online shopping is not used to nearly its potential. I consider the reasons I dropped my Backstage.com subscription and come to the conclusion that the real reason...more

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About Paco Underhill

Underhill has spent more than 25 years conducting research on the different aspects of shopping behavior, earning his status as a leading expert and pioneer in the field. Paco helps companies understand what motivates the behaviors of today’s consumer. His research shows how today’s retail world is ruled by factors such as gender, “trial and touch” and human anatomy. He is an insightful and captiv...more

More about Paco Underhill...

Books by Paco Underhill

Call of the Mall: The Geography of Shopping

What Women Want: The Global Market Turns Female Friendly

Buyology: Truth and Lies About Why We Buy and the New Science of Desire

Boom: Marketing to the Ultimate Power Consumer: The Baby-Boomer Woman

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