WHY WE BUY: THE SCIENCE OF SHOPPING--UPDATED AND REVISED FOR THE INTERNET, THE GLOBAL CONSUMER, AND BEYOND
Book ID/图书代码： 06B02384
English Summary/英文概要： Is there a method to our madness when it comes to shopping? Hailed by the San Francisco Chronicle as "a Sherlock Holmes for retailers," author and research company CEO Paco Underhill answers with a definitive "yes" in this witty, eye-opening report on our ever-evolving consumer culture. Why We Buy is based on hard data gleaned from thousands of hours of field research -- in shopping malls, department stores, and supermarkets across America. With his team of sleuths tracking our every move, from sweater displays at the mall to the beverage cooler at the drugstore, Paco Underhill lays bare the struggle among merchants, marketers, and increasingly knowledgeable consumers for control.
In his quest to discover what makes the contemporary consumer tick, Underhill explains the shopping phenomena that often go unnoticed by retailers and shoppers alike, including:
How a well-placed shopping basket can turn a small purchase into a significant sale
What the "butt-brush factor" is and how it can make sales plummet
How working women have altered the way supermarkets are designed
How the "boomerang effect" makes product placement ever more challenging
What kinds of signage and packaging turn browsers into buyers
For those in retailing and marketing, Why We Buy is a remarkably fresh guide, offering creative and insightful tips on how to adapt to the changing customer. For the general public, Why We Buy is a funny and sometimes disconcerting look at our favorite pastime.
Chinese Summary/中文概要： 此書並評為當代最棒的100本商業書之一，是長銷書
最近紐約時報並有提到此書 http://www.nytimes.com/2010/03/20/business/20surveillance.html?pagewanted=2/Kate C. 2010-6-3
人们对于消费购物的热衷与狂热是否真的有理可循？
面对上述问题，作为在市场营销界钻研多年的顶尖专家，被《旧金山纪事报》称为是“零售业界的福尔摩斯”，同时还是心理学家、著名零售咨询专家的帕克•安德席尔(Paco Underhill)，在本书中一针见血地指出：
根据其长期大量的研究证明，在现今日新月异的消费文化当中，包括购物商场、百货公司、超级市场在内的众多消费场所，无不充斥着引发人们消费欲望的各种元素，这直接令得顾客们所产生的百分之六七十的购买行为都变得没有任何计划可言。因为人们的购买行为，在很大程度上是由消费场所中极具吸引力的陈列展示，以及其自身的一时冲动所最终决定的。由此，广告的执行方式以及营销手段，其重要程度又再一次凸显了出来，于是我们可以看到，零售商们纷纷绞尽脑汁使尽浑身解数，甚至于卖场过道两旁、以及收银机前的货架展示上做足了文章，可谓是不遗余力，此举的目的便是要吸引并刺激顾客潜在的冲动购买欲，而在这方面，各大零售商们的营销投入更是与日俱增。
《花钱有理》一书，自推出之日便获得了业内人士以及广大读者的一致好评；本次作为再版，对于近年来市场所发生的巨大变革，作者帕克•安德席尔自然在书中加入了全新的元素，充分作到了与时俱进，其中便包括了：时下最新出现的在线购物 - 以及面对这一全新经营模式，众多零售商们的得与失 - 从iTunes音乐商店到Amazon网路购物，众多的互联网零售商们应该如何审时度势，更好地应对来自客户的需求...等等。(ANDY)
Awards/获奖情况："At last, here is a book that gives this underrated skill the respect it deserves."--- The New York Times
" Thanks, Mr. Underhill, for explaining in clear and witty prose why my shopping habits are not all that crazy. Now, please tell my wife!"--- Bob Gale, writer/producer, Back to the Future trilogy
"I’m in love. And if I didn’t have a devoted husband, two kids and a crushing mortgage, I swear I’d throw caution to the wind and run away with Paco Underhill...fascinating."--- Rocky Mountain News (Denver)
"Why We Buy is a funny and insightful book for people on both sides of the retail counter."--- Michael Gould, CEO, Bloomingdale’s
About the Author/作者介绍： With clients ranging from McDonald’s to Starbucks, Estée Lauder to Blockbuster and Citibank to Wells Fargo, Paco Underhill has been profiled in The New Yorker and Smithsonian Magazine, has written for American Demographics and Adweek and lectures widely. He is based in New York City.
Format:TRADE PAPERBACK
Rights Status/版权销售情况：Simplified Chinese/简体中文：SOLD
Complex/Traditional Chinese/繁体中文：SOLD(非我们代理）
Sales in other countries/其他国家销售情况：
原文第一章内容：暂无
手稿：暂无
大纲：暂无