Call of the Mall: The Author of Why We Buy on the Geography of Shopping (Google eBook)

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Simon and Schuster, Feb 9, 2004 - Business & Economics - 240 pages
5 Reviews
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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LibraryThing Review

User Review  - NielsenGW - LibraryThing

For most of us, the mall has been around for as long as we can remember. But we hardly think about it that much; we just take it for granted. But Paco Underhill, on the other hand, founder of ... Read full review

LibraryThing Review

User Review  - mrtall - LibraryThing

This is a fun book. Paco Underhill takes us on a little trip down the road and around and into a typical mall. He's chatty and light-hearted, but makes many trenchant observations about human behavior ... Read full review

Contents

Prologue
1
Introduction
3
America Shops
7
You Are Here
13
A Mouse Hole
17
Dude Wheres My Car?
23
Why Malls Fear Freedom
29
Brake for Meanderthals
37
Fun
85
HandsFree Shopping
91
Pushcarts Rule
95
Mall Cuisine
103
Breakfast at Cartier
107
A Man and His Mall
126
Malls of the World
143
Where the Girls Are
157

Nose and Toes
47
Sex and the Mall
61
The Charmin Challenge
71
Status Anxiety and Back Pockets
77
The Mall Touch
171
Other Venues
191
Acknowledgments
215
Copyright

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About the author (2004)

Paco Underhill is the founder and CEO of Envirosell, Inc. His clients include Microsoft, McDonald's, adidas, and Estee Lauder. He is a regular contributor to The Wall Street Journal and The New York Times. He lives in New York City.

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