Why We Buy: The Science of Shopping looks to be a fascinating read. The author, Paco Underhill, and his team have conducted field research at malls, department stores, drugstores, etc., observing shoppers interacting with their consumer habitats. Their research and recommendations often result in increased sales for their clients. Now I know why I sometimes have that “I’m being watched” feeling when I’m shopping. Maybe I am. I know I’m being subtly manipulated.