" At last, he re is a book that gives thi s unde rrat ed skill the respect it d ese rv es." - Th e New York Times
"Thanks, Mr. Und erhill, for
e xplaining in clear and
witt y prose why my
s hopping habits are no t
th at crazy. Now,
pl ease tell my wife!"
- Bob Gale.
to the FUlu re tril ogy
" I'm in love . And if
I didn't have a devoted hu sba nd ,
two kid s and a c ru shing
mortga ge, J s wear I'd throw ca ution
to the wind and run awa y with
Paco U nd e rhill . .. fasc inating."
- Rocky Mounlain News (De nv er)
" Why We B uy is a
funn y a nd insightful
boo k for people on
both s id es of the
retail c ounte r."
- Micha el
Bl oo mingdale's
P raise For
Why We Buy
"The Dalai Lama said, 'Shopping is the museum o f the twentieth century.' Paco Underhill explains why. Brilliantly." - Faith Popcorn, author and Future Forecaster
"Why We Buy is useful as a. how-to. for retailers, b ut shoppers will discover a Vance Packard for our times, on the trail o f o ur century's hidden persuaders."
- Hardy Green, Business Week
"For retailers, this book should be mandatory. . .. For the rest o f us, it's just plain fun."
- Harvey Schachter, The Globe. and Mail (Toronto)
"No matter which point o f view you're coming from, shopper o r shopkeeper, you'll find Underhill's tips are often funny, sometimes provocative, and almost always usable." - The San Diego Union-Tribune
"What Underhill offers in this delightful and engrossing book is a p rimer in the science o f shopping. .. T he effect o f reading this book i s t hat o f being alternately entertained by hilarious stories and enlightened by trenchant observations."
"Underhill's way o f looking at how we shop may revolutionize the industry. . .. In this day o f heavy competition, advice from this b ook could give a retailer the edge needed to survive . ... This b ook prOvides an
excellent method for retailers to examine their own store space and look for what m ay draw customers in, as well as w hat may be causing them to leave without buying."
- Teresa McUsic, Star-Telegram (Fort Worth)
"The g uru o f retail consulting offers a wealth o f inSight into what makes a successful shopping experience for both buyer and seller." - Craig Ryan, The Oregonian
'1\ fascinating voyage through the mall that will open your eyes to the psychology o f m odern r etailing-and especially to the new dynamics o f consumer shopping."
- G. William Gray, The Tampa Tribune
"Ostensibly a business b ook aimed at merchandisers, Why We Buy will also appeal to consumers who want to understand the art o f shopping and the science o f selling."
- Justin Adams, MSNBC
"Paco Underhill is Sherlock Holmes for retailers . .. This sleuth makes shoppers view stores with more critical eyes."
- Trish Donnally, San Francisco Chronicle
'1\ remarkable business tool, a distillation o f all those notes and tapes;
packaged in a way that is useful, witty, and loving."
- Keith H. HaI?monds, Fast Company
'1\ readable, entertaining study o f the behavioral science o f shopping."
- Adrienne Miller, Esquire
"Intriguing for both lovers and haters o f the game o f visual stimulation." -Booklist
"This lighthearted look at shopping is highly recommended to anyone who buys o r sells."
- Rob McDonald, Amazon.com
TH E SCI ENCE OF SHOPPI N'G
Updated a nd Revised f or the Internet,
the Global Consumer a nd Beyond
S imon & Schuster Paperbacks
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