Why We Buy

An anthropological study seems like it ought to take place deep in untamed jungles with wildly exotic cultures, but Paco Underhill has founded a company based on applying the principals of environmental psychology to studying how people shop. Why We Buy discusses the “science of shopping,” and explains how Underhill uses data collected by surveys, video footage, and specialized field workers to change stores’ layouts, merchandising, and operations. Underhill’s research ultimately makes it easier and more pleasant for customers to shop and buy.