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　　In an effort to determine why people buy, Paco Underhill and his detailed-oriented band of retail researchers have camped out in stores over the course of 20 years, dedicating their lives to the "science of shopping." Armed with an array of video equipment, store maps, and customer-profile sheets, Underhill and his consulting firm, Envirosell, have observed over 900 aspects of interaction between shopper and store. They've discovered that men who take jeans into fitting rooms are more likely to buy than females (65 percent vs. 25 percent). They've learned how the "butt-brush factor" (bumped from behind, shoppers become irritated and move elsewhere) makes women avoid narrow aisles. They've quantified the importance of shopping baskets; contact between employees and shoppers; the "transition zone" (the area just inside the store's entrance); and "circulation patterns" (how shoppers move throughout a store). And they've explored the relationship between a customer's amenability and profitability, learning how good stores capitalize on a shopper's unspoken inclinations and desires.

Underhill, whose clients include McDonald's, Starbucks, Estée Lauder, and Blockbuster, stocks Why We Buy with a wealth of retail insights, showing how men are beginning to shop like women, and how women have changed the way supermarkets are laid out. He also looks to the future, projecting massive retail opportunities with an aging baby-boom population and predicting how online retailing will affect shopping malls. This lighthearted look at shopping is highly recommended to anyone who buys or sells. --Rob McDonald --This text refers to an out of print or unavailable edition of this title.

I INSTEAD OF SAMOA, STORES: THE SCIENCE OF SHOPPING

1. A Science Is Born

2. What Retailers Don't Know

II WALK LIKE AN EGYPTIAN: THE MECHANICS OF SHOPPING

3. The Twilight Zone

4. You Need Hands

5. How to Read a Sign

6. Shoppers Move Like People

7. Dynamic

III MEN ARE FROM SEARS HARDWARE,WOMEN ARE FROM BLOOMINGDALE'S:THE DEMOGRAPHICS OF SHOPPING

8. Shop Like a Man

9. What Women Want

10. If You Can Read This You're Too Young

11. Kids

IV SEE ME, FEEL ME, TOUCH ME, BUY ME:THE DYNAMICS OF SHOPPING

12. The Sensual Shopper

13. The Big Three

14. Time, Real and Perceived

15. Cash/Wrap Blues

16. Magic Acts

17. In Cyberspace, No One Can Hear You Shop

18. The Self-Exam

19. Final Thoughts

Acknowledgments

Index

PACO UNDERHILL, urban geographer and retail anthro-pologist, is the founder of Envirosell, a research and consulting firm that advises a blue-chip collection of Fortune 100 companies. He has been profiled in The New Yorker and Smithsonian Magazine and

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顾客购买取决于购物环境假如我们只是在想买东西时才去商店，而进了商店之后只买必需品，那么整个社会经济就会出现周期性的崩溃繁荣

过去，商界格言就是：在合适的地点以合适的价格销售合适的产品，就一定能成功，但是现在想生存就必须做到这点。

购物学背后第一个也是最简单的原理是：人类在生理和解剖学上具有一些共同的能力、倾向、局限和需要，零售环境必须适应人们的这些特点。

聪明的放广告牌地方法就是要尽量打断购物者的视线，挡住他们的目光。

购物者到什么地方，看见什么，产生什么样的反应，这都是他们购物过程中的特点。

利润和适应性密切相关。

书籍介绍

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, from sweater displays at the mall to the beverage cooler at the drugstore, Paco Underhill lays bare the struggle among merchants, marketers, and increasingly knowledgeable consumers for control.

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.