Why We Buy: The Science of Shopping by Paco Underhill is one of the my earliest book I have bought on shopping and consumer behaviors. I also consider this one of the best books I have read that set my direction towards the understanding of human and system behaviour.
- This book introduces you into a scientific view on psychology of shopping known as the science of shopping.
- Physically, the softcover book is light and easy to carry. It is also a light hearted read with layman terms and very little of academic flavour.
- The consumer behaviour research in this book on brick and mortar shopping gives an intriguing history and lays the foundation for online shopping and the emergence of data analytics.
- Consumers exhibit consistent behavioural patterns in nature and psychological understanding of human mechanics are key enablers to convert consumers to buyers.
- Shopping is demographically different and one size never fit all.
- Lastly, the dynamics of shopping emphasis the importance of human sensory behaviour in shopping. It lightly touch on the challenge of cyberspace without these sensory.
Overall, this is a good introductory book that opens my eyes to the psychological aspects of consumers beyond technologies. While understanding of users requirements and technology remains important, we must always remember that humans are never alike among the interaction of physical and cyberspace. A successful shopping experience requires a consistent holistic platform or shops that can adapt to consumers needs and happiness. As a result, this book influences my interest and research in consumer satisfaction.
There is also an updated version for the Internet called Why We Buy: The Science of Shopping–Updated and Revised for the Internet, the Global Consumer, and Beyond. I will be curious to have a look at what “changes” but that would be my future book review.
Danny Kwok 