Why We Buy: The Science of Shopping

摘要

The opening paragraphs of Paco Underhill's updated book, Why We Buy: The Science of Shopping (2009; henceforth, WWB) could be from a detec-tive novel. Instead, this book presents "shopping science," which can be a rich venue for applications of behavior analysis. Underhill, referred to as a shopping anthropologist, uses descriptions of shopper antics to entice the reader, providing an invitation to observe and study the retail world as he does. WWB captures many behavior analytic concepts and fosters empirical investigation in fields like consumer behavior analysis.