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Paco Underhill

Visit the author's website at www.pacounderhill.com.

Paco Underhill

An urban geographer, Paco Underhill and his company, Envirosell, invented the science of shopping. He consults to the top retail giants of the Fortune 500. In his best-selling book WHY WE BUY, which has been translated into eighteen foreign languages to date, Underhill explains consumer behavior, in detail, based on his extensive videotaped field observations, and outlines the strategies retailers need to put their customers in a buying frame of mind. In a sense, Underhill is our first retail anthropologist. He has been profiled in The New Yorker and Smithsonian Magazine, has written for Adweek and other publications, and lectures widely. His most recent book, CALL OF THE MALL, was published in February of 2004.

CALL OF THE MALL: The Geography of Shopping (Simon & Schuster, 2004)

WHAT WOMEN WANT: The Global Marketplace Turns Female Friendly (Simon & Schuster, 2010)

WHY WE BUY: The Science of Shopping—Updated and Revised for the Internet, the Global Consumer and Beyond (Simon & Schuster, 1999)