Why we buy : the science of shopping
(Book)

Includes index.

Underhill and his company, Envirosell, are credited as being the founders of the science of shopping. For almost two decades, he has been leading blue-chip clients into the retail trenches, observing at the local mall, recording and measuring what goes on in stores as people wander or rush about, find what they want and sometimes do the unexpected. From base camps in New York City, Milan and Sydney, Underhill and his colleagues have followed in person and on videotape between fifty thousand and seventy thousand shoppers a year through their retail experiences in stores, banks and public offices. Underhill explains why we do what we do, notice what we notice, ignore what we ignore and buy what we buy.