In his quest to discover what makes the contemporary consumer tick, Underhill explains the shopping phenomena that often go unnoticed by retailers and shoppers alike, including:
- How a well-placed shopping basket can turn a small purchase into a significant sale
- What the "butt-brush factor" is and how it can make sales plummet
- How working women have altered the way supermarkets are designed
- How the "boomerang effect" makes product placement ever more challenging
- What kinds of signage and packaging turn browsers into buyers
For those in retailing and marketing, Why We Buy is a remarkably fresh guide, offering creative and insightful tips on how to adapt to the changing customer. For the general public, Why We Buy is a funny and sometimes disconcerting look at our favorite pastime.
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