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Why We Buy

The Science of Shopping

By Paco Underhill

(3)

| Audio CD | 9780739341926

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Book Description

Is there a method to our madness when it comes to shopping? Hailed by the San Francisco Chronicle as "a Sherlock Holmes for retailers," author and research company CEO Paco Underhill answers with a definitive "yes" in this witty, eye-opening r Continue

Is there a method to our madness when it comes to shopping? Hailed by the San Francisco Chronicle as "a Sherlock Holmes for retailers," author and research company CEO Paco Underhill answers with a definitive "yes" in this witty, eye-opening report on our ever-evolving consumer culture. Why We Buy is based on hard data gleaned from thousands of hours of field research–in shopping malls, department stores, and supermarkets across America. With his team of sleuths tracking our every move, Paco Underhill lays bare the struggle among merchants, marketers, and increasingly knowledgeable consumers for control.

13 Reviews

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  • 1 person finds this helpful

    La scienza dello shopping non spiega i motivi psicologici che spingono ad acquistare, ma il modo in cui possiamo essere indotti a comprare, e gli accorgimenti che vengono messi in pratica per invogliare il consumatore: la posizione dei cesti per la s ...(continue)

    La scienza dello shopping non spiega i motivi psicologici che spingono ad acquistare, ma il modo in cui possiamo essere indotti a comprare, e gli accorgimenti che vengono messi in pratica per invogliare il consumatore: la posizione dei cesti per la spesa all'interno del negozio oppure l'ordinamento della merce negli scaffali (mai mettere in basso prodotti indirizzati a persone anziane che fanno fatica a piegarsi, o viceversa in alto quelli per bambini).

    E poi l'importanza di un'attesa breve alla cassa (e di non far vedere l'eventuale coda dall'esterno per non scoraggiare i potenziali clienti), le differenze di comportamento fra uomini e donne, la percezione del tempo.

    Poiché l'autore è di fatto un pioniere nel campo, è lecito attendersi un giudizio positivo - almeno implicitamente - sullo shopping; tuttavia affermare che lo shopping è una caratteristica insita nel DNA umano pare francamente eccessivo. Un libro che può interessare anche a quanti trovano noioso e un po' perverso girovagare per negozi e centri commerciali.

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    Francesco Aliprandi said on Oct 29, 2013 | Add your feedback

  • 1 person finds this helpful

    內容絕不只書名而已

    這本適合買回家當作工具書用,如果用借的最後可能不會看就還了。
    有別於日本作家,歐美作家的內容較繁雜,也較豐富,但若排版不好就很容易丟在一旁。
    這本如果不畫線不認真看就會很難吞,內容太多文字太多,可以一改自己以往看書的方式,不用逐字從頭看起,隨興翻閱找到有興趣的標題後再看內容也可,常這樣做以後就會一點一滴看完的。

    給他點時間,他就會給你相等的回報。
    不過我也很想知道還有哪一本有寫得比這本更好?

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    六胚 said on Jan 3, 2011 | Add your feedback

  • 1 person finds this helpful

    第一章有種作者在闡述何以此工作如此重要之感,
    或許經驗和專業是無法被取代的,
    但說法會讓我有不舒服的吹噓感。
    第二章則有些太過枝微末節的瑣碎,
    甚至在說明上會從A說到B、C再回到A,
    雖不至讓人混淆,但不能理解這麼做的邏輯,
    還是像演講一般難免會繞題,增加分享和生動性?
    可如果是書籍的撰寫,似乎有些多餘,反而想闔書或跳過不看。
    第三章反倒是我認為最平易貼近的,
    拿捏的恰到好處,有實例、作法,文字也較簡練。
    至於第四章,談到資訊、電子商務、網路社群,
    倒像是拼湊出來的,也就讓 ...(continue)

    第一章有種作者在闡述何以此工作如此重要之感,
    或許經驗和專業是無法被取代的,
    但說法會讓我有不舒服的吹噓感。
    第二章則有些太過枝微末節的瑣碎,
    甚至在說明上會從A說到B、C再回到A,
    雖不至讓人混淆,但不能理解這麼做的邏輯,
    還是像演講一般難免會繞題,增加分享和生動性?
    可如果是書籍的撰寫,似乎有些多餘,反而想闔書或跳過不看。
    第三章反倒是我認為最平易貼近的,
    拿捏的恰到好處,有實例、作法,文字也較簡練。
    至於第四章,談到資訊、電子商務、網路社群,
    倒像是拼湊出來的,也就讓人看的昏昏欲睡......
    整體而言,我並不是十分推薦這本書,
    但如果有閒、又想知道「某些」觀察、變化擺設的小技巧,
    是可以有少部分的參考價值。

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    白饅頭 said on Oct 20, 2010 | Add your feedback

  • 1 person finds this helpful

    想知道一般消費者是如何在商店內購物的嗎? 逛了哪些走道? 停留了多久? 是什麼東西吸引了他們的目光? 哪些會影響最後的購買行為呢?

    本書作者利用的大量的實地觀察,導出了許多我們平常不曾注意過的問題,比如說購物籃應該要放在門口還是店內? 親切的年長者在門口打招呼可以降低偷竊率? 人對於看板文字的注意力只有短短的幾個字? 這些問題非常的有趣,值得在生活中觀察,思考,改變.

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    Finya0210 said on Sep 11, 2010 | Add your feedback

  • 1 person finds this helpful

    Paco Underhill walks into a bar...

    With levels of wealth rising in many places on our planet, more and more people have more money then they would actually need. Women now have more independent roles, even if they are not head of a household.

    So what are they doing with that new fo ...(continue)

    With levels of wealth rising in many places on our planet, more and more people have more money then they would actually need. Women now have more independent roles, even if they are not head of a household.

    So what are they doing with that new found freedom? They hold pilgrimmages to malls and shopping streets from Sao Paulo to Tokyo.

    Unfortunately, this book does not really analyse the deeper causes of this curious behaviour. Rather, it looks at how shopkeepers can extract more money from these people's (and your) wallets and credit cards.

    As the CEO of Envirosell, Paco Underhill has studied people's behaviour in shops, banks, malls, and cinemas around the globe. In this book he chats about his company (you can easily skip the first 40 pages), and the most important issues shopkeepers need to keep in mind, all peppered with many, mostly American, examples.

    It all starts with making stuff easy to grab for the human physique, which changes during our lifetime. Plus people want a pleasurable experience, hence no intimidating queues, but clean and attractive (ladies) loos. Managers at head offices, of which he is quite critical, should keep the relation between the three major factors of shop design (design of premises and where and how merchandise is showcased, the merchandise itself, and staff - both number of staff and procedures) in balance.

    Mr. Underhill digs a little deeper in the chapter The Sensual Shopper. For much merchandise, the possibility to hold and touch an article will greatly influence the buying decision.

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    Hermes said on Jul 8, 2010 | Add your feedback

  • 1 person finds this helpful

    非常有用的一本書
    這本書主要是講消費者行為的,不過裡面有很多實務經驗和推論而非只是空泛的理論
    負責商場擺設、商業空間設計的人非看不可

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    Adison said on May 28, 2010 | Add your feedback

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