Guide to Paco Underhill's Why We Buy by Instaread

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PLEASE NOTE: This is a companion to Paco Underhill’s Why We Buy and NOT the original book.


In Why We Buy: The Science of Shopping (1999), Paco Underhill details the factors that influence consumer choices and preferences and explains how retailers tailor the environment to induce people to spend. Underhill’s team closely studied every detail of shoppers’ interactions with the retail environment to find out what inhibits or encourages spending…

Inside this companion to the book:

  • Overview of the Book
  • Insights from the Book
  • Important People
  • Author's Style and Perspective
  • Intended Audience
About the Author: With Instaread, you can get the notes and insights from a book in 15 minutes or less. Visit our website at