Gadgets, Technology, Diet, Nutrition, Audio Books, and Random Thoughts

Why We Buy: The Science of Shopping

Filed under: Books — Tags: , , , , — Levi @ 11:04 am October 2, 2003

Well, I’ve gotten a little behind writing my reviews of (audio) books, so Why We Buy was actually something I finished a few weeks ago! Hopefully my memory will not fail me too badly, and indeed it was a memorable enough book. Why We Buy was written by Paco Underhill, the CEO of a research company dedicated to examining how people shop and then recommending ways of improving a store to help make that experience easier and thus improve sales.

The book in some ways is almost a study in both sociology and psychology – not only of the customer but of the store owner, managers, and clerks. All areas of retail are covered, from supermarkets to clothing stores, to online stores. Underhill’s firm observes shoppers in all these environments and they take detailed notes about what people pick up, put back, put in their cart, etc. Their conclusions and recommendations, according to Underhill, have unfailingly had one result – they improve sales. Many of these recommendations seem like total common sense, but I wonder how obvious they would be to many of us if we were told to go out and make such recommendations.

The main theme running through the book is that stores all too often get it wrong and do not make the shopping experience an easy one for a large segment of its customers due to wanting to portray a certain image – whether that image is the designer of the store or signage, or the image that marketing wants to portray, etc. For example, in a woman’s clothing stores, often the smallest sizes are placed within the easiest reach. So teenagers and 20-somethings are favored, whereas an older and/or heavier woman has to stoop down to the floor, reach way above her head, or even worse go looking for a sales clerk to help them find a larger size.

As mentioned, I actually listened to this book as opposed to reading it. The version I listened to was an unabridged one from Audible.com, narrated (very nicely I in my opinion) by Rick Adamson. Unfortunately it appears that Audible.com is the only place that it is available in audio.

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Bobos in Paradise

Filed under: Books — Tags: , , , — Levi @ 10:55 am August 7, 2003

Bobos in Paradise, by David Brooks is a fascinating socio-political-economic look at the upper middle-class American. “Bobos,” or Bohemian Bourgeoisie, are, as their name implies, a compromise – or if you prefer, an oxymoron. They are the combination of the radical hippie culture of the 60’s with the practical bean counter of the 80’s. Brooks recounts the centuries old clash between these heretofore clashing subcultures and how they melded into one over the last 30 years or so.

Brooks goes into a lot of detail not only about the histories of these groups, with lots of references to influential books on subjects ranging from urban planning to professional outlook, but also talks a great deal about more “observational” elements. So we get diatribes on the conversations of Bobos, on their travel, even their wedding announcements. Although a great deal of this is funny, at many points brooks gets a little carried away. After a page or two of tongue-in-cheek recounting of Martha-Steward-esque descriptions of interiors, or of fictional pretentious conversations amongst some Bobos, it can sometimes get to be a bit tiresome.

If one can get past this verbosity, one can come away with a pretty good picture of what a lot of America looks like today. Brooks actually includes himself in the Bobo culture and so a lot of his book, as he himself declares in the introduction, is self-deprecating. He makes fun of Bobo culture to no end, but in the end he is positive about the whole idea of a Bobo, if not proposing some vigilance in not letting this moderation and compromise go to extremes.

I did recognize myself in a lot of the presumed ideology, professional, educational, and consumer preferences that Brooks discusses. In this way it was a bit disquieting, like looking at your skeleton on an X-ray plate. I arrogantly thought sometimes that I was a bit different from many of those around me, that my approach to things was unique, or at least extra-ordinary. But Brooks demonstrates that a lot of my mores, assumptions, and preferences are based on a very widespread societal underpinning. Of course I am not a caricature of a Bobo because I simply don’t have the money to travel around the world and buy expensive outdoor gear, etc. I just wonder if I did have more money would I then be even more like some of the extreme types he waxes on about in his book?

The one personalizing idea that the book left me with was this: for many years now I have been disinterested in politics because of how partisan it can get. I don’t view the world in black and white the way those at the extreme ends of the political spectrum often do. I think there are things that make sense that have been co-opted by “conservatives” or Republicans, and I also think there are things that make sense that are mainstays of “liberal” or Democratic platforms. I dislike picking sides based solely on labels and a strict adherence to a rigid set of ideals. Apparently this is very much a Bobo sentiment. And although I still think restricting yourself to a single party where there is a platform you need to agree with down the line, I also am starting to see that being a pure pragmatist technocrat at every level has it’s limitations. In a way it is more conservative than conservatism itself. It is trying to compromise to such an extent that you do not rock the boat too much for anyone. It means never getting really passionate about a cause, because passion can slip into dogmatic adherence to a belief. This is a very tricky thing for me because I am still trying to figure things out when it comes these types of ideas. Since I was 13, I have geared myself very much towards science. I am not a scientist, but more of a fan of science and the scientific method. But I am also aware of the limitations of science and that the scientific method itself could be described as if not a religion, then at least an ethos by which to guide ones beliefs and thoughts. The only difference between it and unscientific ethos is the idea of experiment and observation. But is what we perceive always “true”? These are much loftier questions than Bobos in Paradise approaches, but it does make one think much more about one’s underlying motivations, assumptions, and overall way of thinking.

As usual, I listened to this book via Audible.com and the author narrated it. He narrates well and has a New-York/Jewish tonality to his voice sometimes, although I have no idea if he is indeed Jewish or from New York, but since I am both, it at least seemed somewhat familiar. Having the author read his own work is usually preferable to someone else, unless that person is a great orator or actor. I think of all the books I’ve listened to most of the ones that were read by the authors themselves were outstanding whereas if someone else read them, the narration was usually very good but not always.

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The Emperor of Ocean Park

Filed under: Books — Tags: , — Levi @ 10:39 pm July 28, 2003

I don’t read a lot of fiction and I rarely read thrillers. But someone recommended The Emperor of Ocean Park to me and so I listened to an abridged version on audio via Audible.com. The abridgement was only 6 hours so this must have been 50% or maybe even less of what is a very thick book of 650 pages! It definitely kept my interest all the way through, but reading some of the reviews of the book, I somehow feel like I missed much of the seasonings if not some of the actual meat.

The book is about an African American law professor whose father, a former federal judge, has just died of an apparent heart attack. Almost immediately the protagonist, Alcot Garland becomes embroiled in a web of mysteries that his father has laid out for him. He is assumed by everyone to know something about the “arrangements” his father has made, but Alcot knows nothing and must put the puzzle together piece by piece and clue by clue. While doing this we get some glimpse into the upper-middle-class black enclaves of Martha’s Vineyard, the world of the Ivy League law school, and some of the Washington DC high-power political world.

The ending bothered me a bit in that it seemed kind of far-fetched, and also I could almost see it being played out on the big screen as I listened. A bit too dramatic and cinematic, but I guess the screenwriter will have a pretty easy time of it. Again, what I listened to is probably half of the book; so if this sounds like a less than stunning review, take it with a grain of salt.

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Brave New World

Filed under: Books — Tags: , , — Levi @ 12:58 pm July 21, 2003

I’ve been a science fiction fan for a long time, but also since I’m a slow reader I’ve not read the scores of books described by this genre as one might think. My favorite author is probably Philip K. Dick, although even here I’ve only read four of his novels.

Brave New World is one of those early precursors that some classify as science fiction and others as one of the classic dystopias that also include Orwell’s 1984 and Zamyatin’s We. Having read these other two, I thought I would finally read Brave New World, which I have been meaning to for quite some time. Unfortunately I don’t remember a lot about We, so I can’t really compare it to Brave New World, but 1984 does strike me as being quite different! In Brave New World, we encounter a future that is uncomfortable in many ways, but then again, not altogether horrible. Yes, it carries with it the ideals of happiness above all else, creates a rigid sociological stratification by prenatal and neonatal conditioning, encourages the use of happy pills, etc. On the other hand it seems that if someone is truly “outside the system” all one needs to do is make a ruckus and they will get sent to an island with other “individualists” where they can really explore this antiquated mode of existence. The one case where this fails seems to simply be the arbitrary decision of a bureaucrat, not a hard and fast rule.

Although it’s obvious Huxley is warning against totalitarian/socialistic mechanisms and materialism at the same time, one can also argue that he is not arguing for the “opposite” “savage” mindset of religion, valuing work, denial, and suffering over anything that feels good, etc. In many ways he seems to be arguing simply for moderation between the two and not using either as a dogma, since when taken to the extreme, both can have pretty horrible consequences…

Otherwise, I thought the book quite entertaining. Huxley throws in many cute, campy little phrases that are actually ones that have been drilled into the population in their sleep. Although some of the language and situations sound a bit old, many others are quite forward-looking, including the “feelies” where people go to watch, but also “feel” movies.

I actually listened to an unabridged version through my Audible.com account, but you can actually get the same version on cassette. Michael York narrates and does a great job of capturing all the accents, the emotions (be the real or induced), etc.

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A Short History of Nearly Everything

Filed under: Books — Tags: , , , , — Levi @ 4:33 pm July 16, 2003

For those of you who aren’t familiar with Bill Bryson, I recommending becoming so as soon as possible. He is primarily known as a travel writer, but his most recent book, A Short History of Nearly Everything, is kind of a Cosmos, a book about how we got here and where “here” is exactly and how exactly we came to know what we know about these things. It turns out that although we know a heck of a lot more than we did a few hundred years ago, over and over again, we are confronted with the fact that we really don’t know much at all!

Bryson’s travel books such as A Walk in the Woods and In a Sunburned Country, are great reads as well, and in them Bryson mixes history and naturalist fact along with his personal narrative. So it was probably not a huge leap for him to seperate himself from the personal narrative on this occasion and go completely with the facts. Despite this, it is impossible for Bryson to be dry. Although one could call some of his wit “dry,” it has an irresistable cadence and charm. I actually listened to an abridged version of this book on Audible.com, who has recently come out with an unabridged version. One should really try to listen to his books on tape or CD, which he narrates himself. Having spend half his life in England, he has an unmistakable Brittish “tone” in his voice, but at the same time no Brittish accent. It is odd and yet endearing and somehow adds to the humor.

Speaking of humor, although not as much of A Short History is a laugh-out-loud riot as some of his other books, there are definitely parts that grab one as humerous. These usually have to do with the personal or professional behaviors of scientists that are so bizarre as to be funny.

In all, this is great read (or listen), and should be quickly gobbled up by anyone remotely interested in history and science, but even those who just want an entertaining story. The science in it is not presented in a particularly complex manner – it is really for the layman and Bryson himself is not a scientist by training, so he knows how to write about it for an audience of non-scientists. That being said, even the more scientifically inclined should get a kick if from nothing else of the stories and interwoven histories of science and scientific discoveries. For those who are familiar with James Burke, it did seem at points quite a lot like Bryson was creating his own tome of “Connections” although not as intentionally as Burke does.

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