I just finished re-reading Paco Underhill’s fascinating book, Why We Buy: The Science of Shopping. (Note: the book has been updated, but I read the first edition, so that’s what I’m discussing here.) Underhill invented the “science of shopping,” and he details many ways that retailers can create environments that encourage people to buy.
As I read, I realized that much of his advice could be flipped on its head, to help people resist buying. So often, we operate on habit and impulse; by recognizing the subtle factors that promote shopping, we can turn that information to our advantage, if we’re trying to shop wisely.
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