Sparknotes why we buy

Underhill is an environmental psychologist who founded Envirosell, Inc. He observes how people respond to products and services in stores with a team of researchers, making detailed notes and recording videos. This book is divided into five parts. Part 2 of the article talks about how people shop. People study some signs but ignore others. However, this has changed a lot thanks to feminism. There are many details that go into the success of a store.

Customers need to touch and feel products, they dislike having to wait in line, and they respond positively when something catches their eye. NYTimes - Why We Buy Reviews in the NY Times tend to be lengthy and literary, tracking the book's creation through the development and writing process, with a look at what makes both book and author unique.

A summary is balanced with details on the book's writing style and themes. Estimated Read Time : 14 minutes. PublishersWeekly - Why We Buy Publishers Weekly reviews vary in length, with all focusing on a synopsis of the book and a look at the quality of writing.

Many reviews are behind a subscriber paywall. Estimated Read Time : 1 minute. Reviews usually contain a paragraph on the author, a paragraph on the subject matter, and a closing few lines on whether the book is recommended.

BuffaloLib - Why We Buy BuffaloLib's library catalog tends to include a brief plot synopsis and a collection of selected trade reviews for each entry. This means they are unlikely to return to areas they have already passed. At the same time, shoppers tend to be drawn to the right: they prefer both to walk to the right and reach for items on the right.

This means that any products the store is really intent on selling or even showing to shoppers should be displayed on their right.

By observing such basic human needs and tendencies, shops can easily be made more comfortable for shoppers. This in turn is likely to increase sales, as shoppers are much more likely to shop for an extended period, and eventually buy products, if the experience is comfortable and effortless.

Upon entering a store, shoppers are usually not ready to start making purchases immediately. This means that any special offers that are written near the entrance will probably be lost on shoppers, since they are not yet ready to consider suggestions on what to buy when entering.

For the same reason, sales clerks who approach people at the entrance of a shop are actually more likely to scare shoppers away than lure them in. Once people are inside, they need to be guided around the store and their attention directed.

This is achieved by posting signs. For example, shoppers near a shelf of engine oil are likely to be thinking about their cars. Therefore, a savvy retailer would place a sign there reminding shoppers to buy replacement windshield wipers, too. The amount of information that can be put on a sign depends largely on the context. However, while waiting for their meal, people often study the menu board in great detail.

As already seen, retailers must understand and adapt to shared human traits and tendencies. However, it's also important to consider the behavioral differences between groups of shoppers — most notably between men and women. Men and women have very different social roles, which are manifested as differences in shopping behavior — and savvy retailers must understand this.

For example, women generally spend more time inside a shop and are likely to buy more. Men, on the other hand, are more likely to be impulse buyers. Also, when it comes to displaying products, shops must consider the gender of the potential buyer. For example, lawn equipment is usually bought by men. Therefore, lawn mowers on display in a shop will probably emphasize the power of the engine rather than, for example, the colors.

In general, shops should strive to help both men and women shop comfortably for as long as possible. One example would be having a clothing store, where women are more likely to shop for extended periods, next to a computer store, where men are more likely to shop for extended periods.

This way, men and women shopping together will both be happy to linger. For example, most goods are no longer bought exclusively by either men or women, so products must be made appealing and accessible to both genders.

One solution would be, for example, hiring female sales clerks to sell what are traditionally considered male products, such as computers.

The differences between groups of shoppers are constantly changing, and savvy retailers will monitor them closely and adapt accordingly.

In addition to gender, age is another characteristic that retailers and product designers must consider. For example, the growing number of older customers and their needs must be catered to. Not only will the elderly make up a large part of the population in the future, but they will also probably be inclined to spend more money, because they will have lived in times of economic prosperity. First of all, products must be designed so that they are accessible to older people.

For example, the fonts must be larger, so people with poor eyesight can see them. Ingredient lists and nutritional labels, in particular, will need much larger fonts because they are of special interest to the elderly.

Also, technological products can no longer be aimed exclusively at young people, and must be made more accessible for the elderly. Similarly, shopping environments must be suitable for old people. This means that not only must they be physically accessible to, for example, people in wheelchairs, but also that staff should include older sales clerks that the elderly can relate to.