Buy the Saying, "Humans Are Term Paper

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As Underhill states, "Men and women differ in just about every other way, so why shouldn't they shop differently, too?" (98). Women, for example, walk at a relaxed pace and carefully examine the merchandise. Men, on the other hand, "seem like loose canons" and move much faster through the aisles and do not ask where anything is (similar to not asking directions when driving). If a man cannot find what he is looking for, he will go around the store twice and then head out. Meanwhile, 86% of women check price tags and only 72% of men do.

Underhill's science, unlike that of physics, is continually changing, because it is based on humans who are continually evolving, or revolving. Because women now are working long hours and have less time to shop, for example, their shopping routine is changing. Instead of a lengthy weekly trip to the supermarket, the woman runs into the convenience store at 9:00pm or later when discovering there is no milk for Johnny's breakfast. Better yet, for items at the shopping mall, she can just go online -- it cuts buying time down from two hours to two minutes.

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Women, in other words, are becoming "more manly" with their buying habits. Yet, some things continue to be the same -- women (when they have the time) still enjoy shopping with their friends. it's more of a social event some times than a buying one.

By using Underhill's science, merchandisers are able to change buying habits to their favor. For instance, if Bloomingdale's moves the tie rack where the buyers will not be "butt-brushed," they can sell more ties. Yet although this is Underhill's livelihood, he is pleased when some things cannot be controlled by his clients. For example, people continue to shoplift regardless of changes.

It will be interesting to see what happens to merchandizing over the next several decades as the babyboomers become older and the U.S. population becomes increasingly Latino and Asian. Surely age and cultural background will have an impact on buying habits. This only means that the Underhills of the world will always have a job.

Underhill, Paco. Why We Buy: The Science of Shopping. New….....

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