Wendy Yu's Reviews > Why We Buy: The Science of Shopping

Why We Buy by Paco Underhill
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's review
Nov 07, 2010

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Read from November 01 to 07, 2010

I'm a big fan of pop science books, which is why, upon being presented this book by the boss of my new boss as "homework" (with a chuckle), I was excited. Unfortunately, as charming and interesting and smart as Mr. Paco Underhill is (he seems to be all 3), the book is totally misnamed. It's not a text on "why we buy" but "how we buy." Nothing wrong with that, but being handed a "how" when you wanted a "why" is totally disappointing. Also, author could do a better job of flushing out organizing principles in his findings, instead of just presenting them one by one.

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