Call of the Mall
by Paco Underhill | 
Buyology
by Martin Lindstrom | 
Trading Up
by Michael Silverstein |
Buying In
by Rob Walker | 
Contagious
by Jonah Berger | 
We Are All Weird
by Seth Godin | 
Thinking in Systems
by Donella H. Meadows |
How Customers Think
by Gerald Zaltman | 
Brandwashed
by Martin Lindstrom | 
Hooked
by Nir Eyal | 
Made to Stick
by Chip Heath | 
The Power of Habit
by Charles Duhigg | 
The Checklist Manifesto
by Atul Gawande | 
A Whole New Mind
by Daniel H. Pink | 
How to Fly a Horse
by Kevin Ashton | 
The Myths of Innovation
by Scott Berkun | 
Invisible Influence: The Hidden Forces that Shape Behavior
by Jonah Berger | 
Zucked
by Roger McNamee | 
Abundance
by Peter H. Diamandis | 
The Culture Code
by Daniel Coyle |
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, Paco Underhill lays bare the struggle among merchants, marketers, and increasingly knowledgeable consumers for control.