Finished unabridged audio 10-13-10, rating 3/5, pub. 2000

Read by Rick Adamson

This book is a must have for retail managers or for those, like me, who would love to open my own business someday.  Underhill is the CEO of a research company that specializes in helping companies, like McDonald’s and General Mills, attract more customers and bigger sales.  He and his associates spend hours studying the psychology of the shopper in the shopping environment.  They study the most mundane of decisions shoppers make to help the companies change things like product placement and the addition of seating to optimize sales.

I enjoyed this look into the mind of the shopper.  It is a sneak peek into the things we do when we shop that we are not aware of and I found it interesting.  I think the book was a little long and I did grow bored with it about halfway through, but if you are involved in retail and get to make decisions for the store then this would prove invaluable. 

There is an updated version, but I did not listen to that one.  I assume that it would address internet shopping with more authority.  When this was first published it was still very new and not that accurate a representation of today’s internet reality.

I checked this audio out of the library.