Book Review: Why We Buy by Paco Underhill

Topics: Psychology, Sense, Concept Pages: 2 (852 words) Published: May 5, 2013
『Why We Buy』 Book Review
This book analyzes consumer behavior in terms of the response to store displays and atmospheres. Though we have learned in the text book that consumer behaviors differ from culture to culture, such as social class, national identity, personality, values, household influences, etc., 『Why We Buy』 mainly deals with the behaviors which world-wide consumers commonly show, except for the last few chapters. By suggesting specific examples of consumer’s movements and thoughts, the author reveals the scientific patterns or principles that we have not realize in our daily shopping lives. 『Why We Buy』 especially focuses on the exposure, attention, and perception, which belongs to the psychological core (one of the consumer behavior processes). It talks about the design and placement of signs that best allures the consumers’ attention, merchandise placement according to how we walk (we head rightward when entering), how to use customers’ perception (five senses) by using samples or aromas and by having clerks contact customers physically and emotionally, etc. The theory of consumers’ EAP (exposure, attention, and perception) which we have learned in class becomes important not just in the situation described in the book, but in personal lives like mine too. It was the time when I had to promote my TED team’s 5th event. To shortly explain what TED is, it started in the States in a form of 10 minute- talk per speaker. The talks became so popular that the original TED gave licenses to the people who wanted to open TED in their countries and we were the one in Korea. So we had to let the Seoul citizens know we had our TED event coming up next month, and started to give brochures at the place where people are crowded such as theaters and subway stations. However, as we now know what we have learned in Consumer Behavior class, people’s attention is selective, capable of being divided, and limited. Most of the people standing in...
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