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Why We Buy

The Science of Shopping

By Paco Underhill
15-minute read
Audio available
Why We Buy: The Science of Shopping by Paco Underhill

Why We Buy draws on observations of real shoppers' behavior to understand the way people make purchases. It presents advice on how to design and tweak stores to optimize the shopping experience for customers, and thereby increase sales.

  • Anyone interested in how retailers manipulate us into buying more
  • Anyone who wants to open their own shop
  • Anyone working in retail or hoping to work in retail

Paco Underhill is the founder and CEO of Envirosell, a consultancy which focuses on studying consumer behavior. Major clients include Adidas, Microsoft and McDonald’s.

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