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Home > Business & Economics > Marketing - General > Consumer Behavior - General > Call of the Mall: The Author of Why We Buy on the Geography of Shopping-eBook
Call of the Mall: The Author of Why We Buy on the Geography of Shopping
by Underhill, Paco
 
 
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Call of the Mall: The Author of Why We Buy on the Geography of Shopping
"The author of the international bestseller Why We Buy -- praised by The New York Times as ""a book that gives this underrated skill the respect it deserves"" -- now takes us to the mall, a place every American has experienced and has an opinion about. Paco Underhill, the Margaret Mead of shopping, has run hundreds of research assignments in malls across the country (and in Tokyo and European capitals). He has visited them, observed his fellow mall-ers, looked long and hard for his car in mammoth parking lots, chatted up the staffers, gone hunting for jeans with adolescent girls and anniversary shopping with guys. The result is a bright, ironic, funny, and shrewd portrait of the mall -- America's gift to personal consumption, its most powerful icon of global commercial muscle, the once new and now aging national town square, the place where we convene in our leisure time. Call of the Mall is about desire and buying lingerie, about why the same camel hair coat costs twice as much in the women's department as it does in the boys'. It's about why shoes, handbags, and cosmetics are clustered, why Cartier is next to cut-rate, and why the movie theater is hard to find. It's about the shopping mall as an exemplar of our commercial and social culture, the place where our young people have their first taste of social freedom, and where the rest of us compare notes. Call of the Mall examines how we use the mall, what it means, why it works when it does, and why it sometimes doesn't. Visiting the mall with Paco Underhill is a surprising and insightful tour through the American crossroads. Why We Buy changed the way we watch ourselves shop. Call of the Mall will deepen our understanding of how we live, work, play, and spend."


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Title of ebook: Call of the Mall: The Author of Why We Buy on the Geography of Shopping
ISBN: 9780743258296
parent-ISBN: 9780743235914
Publisher: Simon & Schuster
Pages: 240
Published: 02-2004
Released online for download: 02-09-2004
Author of eBook: Underhill, Paco

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Call of the Mall

The Author of Why We Buy on the Geography of Shopping

Chapter One

America Shops

We're driving toward the mall.

I spend a lot of time in malls. Too much, I think. I daydream of life on a ranch out west where I'd go to Wal-Mart every two weeks for groceries, and that would be it for me and shopping.

It will never happen.

You are riding with a tall, bald, stuttering research wonk on the cusp of his fifty-third year. I am called a retail anthropologist, which makes me uncomfortable, especially around my colleagues still in academia who have many more degrees than I do. For whatever combination of reasons, I've spent my adult life studying people shopping. I watch how they move through stores and other commercial environments - restaurants, banks, fast-food joints, movie theaters, car dealerships, the post office, concert halls. Even in church, I study people. It is an odd skill, not one I would have sought. Yet I am good at it, and it pays the bills. I can't imagine not doing it.

I am definitely not a shopper. I don't own lots of stuff. W ... read full excerpt from: Call of the Mall: The Author of Why We Buy on the Geography of Shopping ebook



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