Call of the Mall: The Geography of Shopping

Call of the Mall 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

  • Title: Call of the Mall: The Geography of Shopping
  • Author: Paco Underhill
  • ISBN: 9780743235921
  • Page: 494
  • Format: Paperback
  • 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 and author of the huge international bestseller Why We Buy, now takes us to the mallThe 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 and author of the huge international bestseller Why We Buy, now takes us to the mall, a place every American has experienced and has an opinion about 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.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.

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      494 Paco Underhill
    • thumbnail Title: Best Read [Paco Underhill] ✓ Call of the Mall: The Geography of Shopping || [Horror Book] PDF ☆
      Posted by:Paco Underhill
      Published :2018-04-17T06:04:28+00:00

    1 thought on “Call of the Mall: The Geography of Shopping”

    1. This is a pretty neat book. The guy who wrote it is a professional who observes people in malls and then develops marketing strategies. It was more about sociology, about how people act in malls, than it was about evil marketing strategies. It was very interesting to see all that goes into malls and the psychological reactions people have. The chapters are short and easy to read, not too science-y.

    2. Given to me by my boss at a customer experience consulting firm. Underhill has some great, if not obvious, insights. He writes well and knows how to tell a story which, for an academic/consultant, is not always a given. I read the book all the way through and agreed with most of it, though I bristled with some of the generalizations (mostly those having to do with gender). A good read for anyone who is iterested in malls as public spaces.

    3. Since I loved {book: Why We Buy] so much, I was looking forward to another from Underhill. But this one just isn't as interesting. A lot of history of the shopping mall and commentary on it as a social phenomenon. The book is best when Underhill takes along fellow shoppers (three teens, a middle-aged man) and just lets the tape run. The rest is a bit of a yawn.

    4. A surprisingly good book. I got this one from the shelf at work. It is an entirely merciless review of everything done right and wrong by malls - American and worldwide - from the retailing point of view. Quick, well written, and full of lines to make you smile.

    5. Paco Underhill wants to take a little walk with you through the local mall, to see it with his eyes- the eyes of a "retail anthropologist" and marketing strategist who scrutinizes malls as the environments they were built to be: shopping arenas. Born amid the automobile-guided infrastructure buildout of the 1950s, shopping malls have been the crown jewel of American consumerism, dedicated spaces of recreational consumption of goods. The walk, which begins in the parking lot and travels through t [...]

    6. An interesting read, but dated. Published in 2004, before the introduction of the iPhone and other smart phones, a lot of the information and conclusions do not really apply to shopping today. The history of the development of the shopping mall was informative.

    7. - another interesting book by the best-known, global expert on the anthropology of shoppingUnderhill pioneered an entire science surrounding studying consumer behaviour. He is C.E.O. of Envirosell Inc a global research and consulting firm whose clients include Saks Fifth Avenue, GAP, Hallmark, Wal-Mart, Starbucks, etc, as well as hundreds of large shopping malls in dozens of countries around the world. Underhill describes the history of the shopping mall, its culture, economics, faults, design, [...]

    8. I was hoping this book have some insight like the chapter on malls in Douglas Rushkoff's Coercion or Naomi Klein's discussion of malls as private vs public space in No Logo. No such luck. The author makes some good observations about the development of malls and people's behavior in them, but doesn't seem interested in thoughtful discussion. Instead he uses his data to make sweeping generalizations based on gender, age, and income. I found his tone to be completely condescending, especially in h [...]

    9. I want to work for Paco Underhill for just one week; I fell in love with his work after Why We Buy, now I'm totally sold. Underhill and his operatives see things that no one else does and explain them in the simplest of terms. In Call of the Mall, the founder of Envirosell turns his attentions to everything about the shopping mall, and his observations are stunning."On a city street," he writes, "men walk faster than women; in a mall the positions are reversed, since men tend to wander malls lik [...]

    10. A patchy history, critique and explanation of the shopping mall. The book suffers quite a bit from its structure with the author very informally narrating a journey to, and through, a mall. Despite the stated pedigree of the writer (he's been involved in a commercial consultancy firm advising retailers for the past 25-odd years) there is a profound lack of hard data. This, along with the aforementioned structure, in which he journeys along and converses with a cast of typical shoppers, employees [...]

    11. What is wrong with the mall? Well, everything, according to consumer behavior specialist Underhill. And, he adds, the rise and fall of the mall has been almost entirely avoidable. Going through a standard mall visit, Underhill points out the numerous ways malls fail to satisfy the consumer. From the architecturally blank outer walls, lack of coat and package check, unreadable maps, terrible merchandise displays and bathrooms hidden down murky hallways, the average mall is designed almost on purp [...]

    12. I saw Paco Underhill speak at a symposium at NYPL; looking forward to this book. . . . Quick, interesting read. I picked up some ideas I can use at the library. For example, having baskets available for patrons to use could increase borrowing. Good idea! Another tip, have comfortable seating available for people waiting on a family member who is browsing. We do have comfortable seating, but I might rearrange and make the seating area more welcoming. Even if you are not looking for marketing idea [...]

    13. Liked it almost as much as Why We Buy. Very interesting non-fiction niche read; slightly more boring less humorous than Why We Buy. This book is just on the dynamics of malls; or I should more accurately say, the static-ness, the geography, even the architecture of malls. Because I shopped them a lot as a girl, I felt like I was looking back through a window in time to the factors I was unaware of when I shopped malls more frequently. While it initially may not sound very interesting, I think th [...]

    14. 2004- Paco Underhill takes an entertaining and interesting look about a place we all go to- the mall. In each chapter, a different part of the mall is taken on, from the décor to the food to the bathrooms! I loved how he also looked at malls in other countries in comparison to the American mall. Not only did I feel like I learned a lot, but I never felt like Underhill was talking down to me, which I find extremely irritating in a book. I think I will pick up his book before this, ""Why We Buy [...]

    15. Paco Underhill does it again. He has a way of making you look at how you buy and where you buy in a whole new way. If you are in any form of business that sells anything or that advertises anything you must read this book and Why We Buy.This book, although a little "Self Promoting" takes the reader through a tour of a mall and points out different things that should interest anyone who is in a retail business. There is a great deal of repeat information from the book Why We Buy and that is a lit [...]

    16. Few people have spent more time thinking about malls than Paco Underhill. And I mean that as a compliment! Underhill is clearly a very knowledgeable and thoughtful marketing professional and the book is very accessible. At the same time, there's not *that* much to it. Definitely some great insights and fun anecdotes, but a lot more filler. Not sure who I'd recommend this to - not people serious about studying marketing, for it's too superficial. Maybe somebody with a casual interest in shopping [...]

    17. This is well worth a read for anyone in retailing. I worked in UK retail for close to 15 years and found that colleagues often applied too much conscious logic to the actions of shoppers and this meant a number of initiatives missed their potential.The best thing about the book is how it gets you to be more open minded and more observational about how customers view and shop. The development of video analysis makes it easier to view shopper activity but you still have to be open minded to view t [...]

    18. A tour of the shrine of personal consumption, the strategy and failings of THE MALL. "It's a lot like televisionother fake environment that attempts to pass itself off as a true reflection of who we are and what we want. We disdain it, and yet we can't stop watching. Or shopping." Add to that the hope that buying THIS will turn us into who we want to be. Interesting to see what merchandising motivates us toward self-reward. Well done, but best aimed at marketers & retailers.

    19. Disappointing. Not worth your time!A lot of things went wrong with the book. To start with, the construction does not allow a proper flow of thought around the topic. And then, the topics are not fact driven; rather focused on nonchalant observation of the author. At one point of time, I just lost the thread & went on reading it, just for the sake of reading; not getting the idea behind a single word.

    20. I don't normally like reading business books but I surprisingly enjoyed this one. It was recommended by my director. It talks about how poorly malls are designed and how they should be better organized and set up to appeal to the way people shop. It made me think of why we placed things where we did in the new library and what we can do better. This company has moved on to advising libraries on how to better organize their spaces for the way customers use them.

    21. I liked his first book Why We Buy better (and I wish he'd do a new edition) but this is a pretty good read nonetheless. And his point about bathrooms in malls and retail stores has stuck with me for 10 years! Why don't malls get stores to stock the bathrooms with their soaps and lotions? Why does the mall bathroom have to be some disgusting, hidden afterthought? Lowe's and Home Depot are selling beautiful bathroom fixtures and paint but their bathrooms look like a concrete bunker. Lame.

    22. If you love to shop as I do, you'll probably enjoy this book. The author picks apart the makeup of a typical mall and how it succeeds and fails in its design. You'll likely remember some of his ideas the next time you hit the mall, which makes for a more interesting shopping experience as you analyze the way the mall is laid outunless you're like me and are easily distracted by pretty baubles and a great pair of shoes (the author hits that nail on the HEAD) =P

    23. Nice book about malls and how different people behave in the malls. there are so many issues which have been discussed in the book regarding window shopping, window displays, car parking, conversion rates, price differences. overall its a good book which tells us how malls have changed our lives and how we are changing the establishments of new malls.good book to read to know about mall culture

    24. Has lot of insights on Consumer behaviour and retail design. The author has structured the book well analyzing each and every aspect of a mall, from site location, to parking, to store location, to store design, to cafeteria, movies halls, and comparison to other malls worldwide. Though I took a lot of time to read this book as the references are all American and at times that was distracting.

    25. I recommend "Call of the Mall: The Geography of Shopping by the Author of Why We Buy" by Paco Underhill to anyone who is interested in marketing, retail, merchandising, or shopping, in general. If you liked "Why We Buy," you will want to read this book. Paco Underhill is one of my favorite authors. His books are filled with useful information and insights.

    26. This book is very readable, interesting and humorous. I found it fascinating to see how developers and designers lure you into their retail trap! I will never shop again in quite the same way again. I'll never go a museum, library, amusement park or any other venue with the same naivete that I posessed before reading this book! Great read!

    27. A fun non-fiction look at malls and what's wrong with them, how they influence our lives, how they're different in other countries, and how the stores in them try to get us to buy stuff. Also some interesting historical stuff on their development and markets in general.Paco thinks the heyday of the mall is over.

    28. Molto interessante! Ho scoperto che non sono l'unica pazza che si diverte a fare spedizioni antropologiche nei centri commerciali ma che c'�� addirittura chi ne ha fatto il suo lavoro. Mi sono piaciuti in particolare il capitolo riguardante i mall nel mondo e quello sul rapporto tra uomini e shopping.

    29. The central message of this book that malls should be designed by retailers rather than real-estate developers comes across quite clearly. I would have appreciated more about the role of the mall in restructuring urban and suburban geographic patterns; that is, the outside effects of the mall, it's actual geographic impact.

    30. If you've ever wondered why the shoes are usually across from cosmetics in a department store or or why no one ever stops at the shops nearest the mall entrance or what percentage of people leave the concession line in a theater without buying anything, this is the book for you. Interesting statistics, observations and opinions.

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