Why We Buy: Godfather of Retail Psychology on Designing Spaces That Make Us Buy More Without Thinking
Tue Feb 03 2026
In this episode of the Influence Anyone Podcast, host Howie Chan interviews Paco Underhill, the bestselling author of Why We Buy and the Godfather of Retail Behavioral Research. They delve into how our environments silently shape what we notice, what we want, and what we buy.
In a rapidly changing landscape, Paco points out the biggest changes in the world of business that happened and that are coming our way. He also shares small changes to the environment, either physical or digital, that can make huge impacts in terms of sales and customer loyalty.
Finally, find out how you influence when you're trying to get a yes.
Take the FREE Influence Style Quiz and discover how you naturally influence others.
Episode Breakdown:
0:00:00 The origins of Paco's influential work
0:06:52 The six biggest changes of the past decades
0:15:47 Small things that can make huge buying impact
0:26:02 Responsible consumers and ethical merchants
0:33:17 Navigating the digital customer experience
0:45:16 Three things any business owner needs to know
0:49:41 The two biggest influences in Paco's life
From Our Guest:
Website
LinkedIn
Email
Instagram
Get the books, Why We Buy, What Women Want, and more.
Get people to buy into your ideas and offers!
Join the FREE Influence Anyone newsletter. Each week, I uncover a proven playbook from world experts and scientific research to influence human behavior – including your own.
📩 Go to: www.howiechan.com/sub
Follow, subscribe, and don’t forget to leave a rating and review!
Produced by Ideablossoms
Hosted on Ausha. See ausha.co/privacy-policy for more information.
More
In this episode of the Influence Anyone Podcast, host Howie Chan interviews Paco Underhill, the bestselling author of Why We Buy and the Godfather of Retail Behavioral Research. They delve into how our environments silently shape what we notice, what we want, and what we buy. In a rapidly changing landscape, Paco points out the biggest changes in the world of business that happened and that are coming our way. He also shares small changes to the environment, either physical or digital, that can make huge impacts in terms of sales and customer loyalty. Finally, find out how you influence when you're trying to get a yes. Take the FREE Influence Style Quiz and discover how you naturally influence others. Episode Breakdown: 0:00:00 The origins of Paco's influential work 0:06:52 The six biggest changes of the past decades 0:15:47 Small things that can make huge buying impact 0:26:02 Responsible consumers and ethical merchants 0:33:17 Navigating the digital customer experience 0:45:16 Three things any business owner needs to know 0:49:41 The two biggest influences in Paco's life From Our Guest: Website LinkedIn Email Instagram Get the books, Why We Buy, What Women Want, and more. Get people to buy into your ideas and offers! Join the FREE Influence Anyone newsletter. Each week, I uncover a proven playbook from world experts and scientific research to influence human behavior – including your own. 📩 Go to: www.howiechan.com/sub Follow, subscribe, and don’t forget to leave a rating and review! Produced by Ideablossoms Hosted on Ausha. See ausha.co/privacy-policy for more information.