My current summer read(s) is Why We Buy: The Science of Shopping. The sociology, psychology of consumerism and its affects from advertisers, marketers and social media is what sparks my interest.

It’s a good read that’s taking me longer than anticipated because I don’t have the time. I am only half way through the book and I recommend it to everyone that buys from the convenience store. That means you!

Paco Underhill has spent many, many years studying behavioral purchasing and buying power throughout his years of research and has put all his insightful conclusions into this book.

The read is recommended for both sides of the counter by VueSociety and it will help understand how you as a consumer relate to other consumers and how retailers must accomodate to social behavioral changes that are occuring with lifestyle changes.