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.
Stacy's Books 
I did an extensive research on this when I was doing my MBA module (not to study MBA but for the heck of it). It’s a really interesting subject, this one.
I think this will be a good book for my Dad and my husband.
I like subjects like this. I’m always curious about why we do certain things. It would be great fun to work for the company that does this research.
I thought the same thing about how fun it would be fun to do the research.
Doesn’t sound like one I’d be interested in. I don’t think I really want to know how “they” manipulate me as a shopper.
I thought the psychology behind it was fascinating.
I could see this being interesting … I want to know how I’m being manipulated!!!
It probably wouldn’t make you change any of your shopping habits.
Thanks for the suggestion. These topics are always so interesting, because they effect us on a regular basis. It’s nice to be aware of marketing and manipulation, in order to be a wise shopper!
I did enjoy it. I thought the fact that there is a company doing this was the most innovative idea of all.
This does sound interesting, even though I’m not much of a shopper.
Me neither!
What type of store would you like to open???
9.A bookstore, of course. With other things like a cafe and community rooms. One day…