Mall mavens have long believed in the science of shopping, fromthe preferred places to park to the best direction in which to makethe rounds. Paco Underhill, however, has spent thousands of hoursstudying such mavens and their amateur counterparts to create aclose-to-scientific perspective on shopping.
Underhill is a retail anthropologist who gets paid by clientssuch as Starbucks, the U.S. Postal Service and Gap to study theirshoppers. The goal: to understand why customers do--ordon't--buy. Through countless hours of video footage,observation and customer interviews, Underhill has put together thenew bible of retail sales, Why We Buy: The Science ofShopping (Simon & Schuster, $25, 800-223-2348).
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