He employs the basic idea of environmental psychology, that our surroundings influence our behavior, to find ways of structuring man-made environments to make them conducive to retail purposes. “It is no surprise that the mall is such an easy target for American self-loathing,” says world-renowned retail anthropologist Paco Underhill. All the original chapters have been updated to reflect the current state of our changing consumer culture. Hailed by the San Francisco Chronicle as "a Sherlock Holmes for retailers," author and research company CEO Paco Underhill answers with a definitive "yes" in this witty, eye-opening report on our ever-evolving consumer culture. Paco Underhill is the founder and director of Envirosell, a company devoted to analyzing shopping behavior. WHAT WE DO. Paco has delivered keynote speeches at conferences, universities and corporations spanning the globe for over a decade. Office product super stores like Staples, Office Depot, and Office Max have evolved an integrated web presence that works for women. Paco Underhill would tell you that every aspect of that store has been planned to make you want to buy. Paco Underhill's Additional Speaking Topics, Include: Retail Banking In The 21st Century The Future Of Travel “Why We Buy and Call of the Mall are classics of modern retail ethnography.”, “Underhill is a knowledgeable observer … offers first-rate insights with equal measures of humor and rage.”, “Not only should every woman want this book, so should every merchant, mall, and visitor attraction.”, President, The Metropolitan Museum of Art, “With wit, razor-sharp analysis and a better understanding of what women want than most of us have—or at least realize we have. In an effort to discover why we buy, Paco Underhill set out a mission using video equipment, store maps and customer profile sheets to gather research. Insightful, provocative and funny, his audiences delight in his ability to both educate and entertain. Inspired by the methodologies of urbanist William H. Whyte, and having lived in a multitude of cities around the world as the son of a diplomat, Paco Underhill founded the first iteration of Envirosell in 1977. And for businesses of every kind, this is a powerful warning that those who ignore what women want do so at their own peril. Why the refrigerator has trumped the store as the seminal appliance. The book establishes Paco Underhill, already one of our premier marketing gurus, as a heavyweight social commentator. Hailed by the San Francisco Chronicle as "a Sherlock Holmes for retailers," author and research company CEO Paco Underhill answers with a definitive "yes" in this witty, eye-opening report on our ever-evolving consumer culture. Paco Underhill reveals why it is so important to serve women in the marketplace—what makes a product, space, or service female friendly, and why it matters. Paco Underhill is an environmental psychologist, author, and the founder of market research and consulting company Envirosell. Former Editor, The New York Times Book Review. Americans have a love/hate relationship with the mall. And dealers take note that more than half the cars on the road in North America are driven by women. I didn’t know how little I knew about this centerpiece of our culture. “Why We Buy is a testament to the nobility, the courage — yes, even the heroism — of the average shopper…. On the other hand, we return there time and again—to shop, to dine, for entertainment, to people-watch, or … Paco Underhill is the founder and CEO of Envirosell, Inc. His clients include Microsoft, McDonald's, adidas, and Estee Lauder. He knows what works and what doesn’t—and he’s not afraid to say so. He is a regular contributor to The Wall Street Journal and The New York Times. The picture he leaves us with is surprisingly provocative…. Paco Underhill - Retail & Consumer Behaviour Expert - YouTube He lives in New York City. Packed with surprising details, anecdotes, and insider observations on shopping and corporate behavior, the new WHY WE BUY is a remarkably fresh and essential guide, offering creative and insightful tips on how to adapt to the changing customer, while remaining a funny and sometimes disconcerting look at our favorite pastime. Paco Underhill considers himself a retail anthropologist, and has spent thousands of hours analyzing Americans' shopping behavior: what they touch; how long they spend reading packages; how they move in stores (hint: narrow aisles mean "butt brush," a major turnoff for women who are potential buyers); their responses to signage; how they negotiate the heights at which products of … WHY WE BUY: The Science of Shopping Updated and Revised for the Internet, the Global Consumer, and Beyond is a completely revised edition of this classic best seller redirected for the way we shop today. On one hand, we claim to loathe its homogeneity, its white-bread sterility and its rabid commercialism. In just fifty-some years, the mall has managed to supplant the town square as the centerpiece of our commercial, and often civic, lives. Designed by Elegant Themes | Powered by WordPress. It has become not just an institution, but an icon of American culture, emulated around the world. Underhill and Envirosell have been profiled by major publications, such as, The New Yorker, Fortune, Fast Company, Business Week and Smithsonian Magazine, and have been featured on … Paco Underhill is the founder and managing director of Envirosell Inc., a New York City-based research consulting company that studies the interaction between customers and … More. PACO UNDERHILL. On one hand, we claim to loathe its homogeneity, its white-bread sterility and its rabid commercialism. As large numbers of women become steadily wealthier, more powerful and more independent, Underhill shows how their choices and preferences are changing the retail environment in a variety of surprising ways, from the cars we drive to the food we eat. Global retail expert and renowned author of, Why We Buy: The Science of Shopping. This is a fascinating and accessible read for consumers and retailers alike.