Why & How I Buy

The retail industry goes great lengths to measure, monitor and research what drives consumers to purchase. Companies exist for that very reason, working to gain a clear understanding of the psychology that ultimately drives a purchasing decision. Enormous amounts of data have been collected in an effort to better understand purchase decision making. There may be no magic formula, but the industry has come a long way. One of the first books I read specific to the topic called Why We Buy by Paco Underhill does a great job helping illustrate how everything within the physical retail space is done on purpose to influence these behaviors. The lighting, décor, colors, every single element is done for a reason, creating an environment conducive to making a purchase.