Paco Underhill

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

An urban geographer and consumer anthropologist, Paco Underhill invented the science of shopping. He and his company, Envirosell, consult to the top retail giants of the Fortune 500 and many other businesses. In his best-selling book Why We Buy which has been translated into eighteen foreign languages, 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. He writes for a number of popular and trade publications and lectures widely. His most recent books are Call of the Mall and What Women Want.

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

HOW WE EAT: The Brave New World of Food and Drink (Simon & Schuster, 2022)

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)