Charlie's Reviews > Unthinking: The Surprising Forces Behind What We Buy

Unthinking by Harry Beckwith
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Mar 06, 2011

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Read in March, 2011

I was initially really excited, and continued to be interested throughout but in the end it was kind of like learning a magic trick. The subtitle is "The Surprising Forces Behind What We Buy". But after he presents some of the foundations for his claims, you realize, it's not so surprising at all - we buy stuff that is fun to play with, that other people we know are buying, and that looks cool. He does have plenty of good psychological research studies, and documentation of marketing and sales data, to support his views. In fact it does read much like the Malcolm Gladwell style of text, which he occasionally references. If only he would move from a perspective of 'observer/consultant' to one of a global TED-like thinker, he would potentially have even more positive effect and influence.
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