Why We Buy- Thescience of Shopping

T HE N ATIONAL B ESTSELLER

" 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

all

th at crazy. Now,

pl ease tell my wife!"

- Bob Gale.
\\ rilerlprodu('er,

Back

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
Gould. CEO,
Bl oo mingdale's

P raise For

Paco Underhill and 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."
- Newsday
"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 . ...