. IRB Media 
Guide to Paco Underhill’s Why We Buy 

PLEASE NOTE: This is a companion to Paco Underhill’s Why We Buy and NOT the original book. Preview:In Why We Buy: The Science of Shopping (1999), Paco Underhill details the factors that influence consumer choices and preferences and explains how retailers tailor the environment to induce people to spend. Underhill s team closely studied every detail of shoppers interactions with the retail environment to find out what inhibits or encourages spending Inside this companion to the book: Overview of the Book Insights from the Book Important People Author’s Style and Perspective Intended Audience About the Author: With Instaread, you can get the notes and insights from a book in 15 minutes or less.Visit our website at instaread.co.