Books by Paco Underhill
NPR stories about Paco Underhill
Novelist and TV producer Kathy Reichs returns with her latest crime adventure, journalist Judy Pasternak uncovers environmental injustice on the Navajo reservation, biographer Justin Spring explores the life of a sexual renegade, and marketing expert Paco Underhill explains the "science of female shopping."
What makes a shopper spend at one store and not others? Paco Underhill, founder and CEO of Envirosell and author of Why We Buy: The Science of Shopping, explains how he sizes up a shop for its selling potential. Also: why spending may not slow even in a slumping economy.
White iPod headphones. Bright blue Tiffany boxes. Corona with lime. Brand expert Martin Lindstrom says companies have been marketing directly to your subconscious. Lindstrom discusses his new book, Buyology: Truth and Lies About Why We Buy.