Why We Buy – The Science of Shopping
- 320pagine
- 12 ore di lettura
Guide to ever-evolving consumer culture, offering advice on how to keep current customers and attract new ones.
Paco Underhill Libri
1 gennaio 1950
Paco Underhill è un pioniere e un esperto di spicco nel campo del comportamento dei consumatori, dedicato da oltre 25 anni alla ricerca delle sfumature dello shopping. Il suo lavoro illumina le motivazioni alla base delle azioni dei consumatori odierni, rivelando come fattori quali genere, esperienza tattile e anatomia umana plasmino il panorama della vendita al dettaglio. Oratore acuto e avvincente, condivide frequentemente i risultati della sua ricerca con gruppi di professionisti, offrendo un'immersione profonda nella scienza e nella psicologia delle nostre decisioni di acquisto.
The Call of the Mall
- 240pagine
- 9 ore di lettura
Paco Underhill takes us to the mall, a place every American has experienced and has an opinion about. The result is a bright, ironic, funny, and shrewd portrait of the mall -- America's gift to personal consumption, its most powerful icon of global commercial muscle, the once new and now aging national town square, the place where we convene in our leisure time. It's about the shopping mall as an exemplar of our commercial and social culture, the place where our young people have their first taste of social freedom and where the rest of us compare notes. "Call of the Mall" examines how we use the mall, what it means, why it works when it does, and why it sometimes doesn't.
How much do we know about why we buy? What truly influences our decisions in today's message-cluttered world? An eye-grabbing advertisement, a catchy slogan, an infectious jingle? Or do our buying decisions take place below the surface, so deep within our subconscious minds that we're barely aware of them? Marketing guru Lindstrom presents the startling findings from his three-year, seven-million-dollar neuromarketing study, a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy.--From publisher description.
Frauen kaufen anders als Männer. Das kommt Ihnen bekannt vor? Aber warum ist das so? Der weltweit führende Marketingexperte und Bestsellerautor Paco Underhill macht die vier Faktoren aus, die die Kaufentscheidungen weiblicher Konsumenten maßgeblich steuern: Sauberkeit, Kontrolle, Sicherheit und Rücksichtnahme. Diese vier Faktoren machen eine Marke oder eine Dienstleistung für Frauen attraktiv und sind für Männer bei der Kaufentscheidung in der Regel unbedeutend. Mit Charme und Humor nimmt uns Underhill mit auf eine Reise durch den globalen Markt, der immer mehr von Frauen eingenommen wird, und zeigt uns, warum sie kaufen, was sie kaufen.