Books: Why We Buy: The Science Of Shopping by Paco Underhill

this is a fabulous book. Underhill is incredibly enlightening.

how does one shop? why does one buy? how can stores better serve their customers?

the book stems from over 20 years of observations of shoppers made by Underhill and his staff. it is chock full of interesting examples, counter-intuitive recommendations, and funny tidbits.

if you are interested in why humans do what they do, get this book. in fact, i see this book as the sequel to Influence: The Psychology of Persuasion by Robert B. Cialdini.

Summation: I highly recommend this book.