Why We Buy: The Science of Shopping

by Paco Underhill

An examination of shoppers’ behavior and retail environments.

1 source-backed recNo paid placementBuy links disclosed

Author signal

Some books matter because the author has done rare work in the real world. We show that separately from who recommended the book.

Paco UnderhillAuthor

Why We Buy: The Science of Shopping appears in 1 currently documented source-backed recommendation.

Jason Fried 37signals cofounder and software-company operator

Recommended Own reading selection article

Documented citation: Jason Fried selects Why We Buy as a favorite book about shopping behavior.

Documented citation · Recommended

Evidence details

Best Buy vs. The Apple Store

This source documents the book relationship, but the displayed text is a catalog summary rather than a verbatim quote.

37signals / Signal v. Noise · 2016-12-07 · accessed 2026-10-01

article · Own reading selection

Own bylined article positively identifies a favorite book; no edition or reading day inferred.