Call of the Mall: The Geography of Shopping by the Author of Why We Buy

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Simon and Schuster, Jan 3, 2005 - Business & Economics - 240 pages
119 Reviews
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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Review: Call of the Mall: The Geography of Shopping

User Review  - Betterthanfiction - Goodreads

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 ... Read full review

Review: Call of the Mall: The Geography of Shopping

User Review  - Iftekhar Alam Himel - Goodreads

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 ... Read full review

Selected pages

Contents

Prologue
1
America Shops
7
You Are Here
13
A Mouse Hole
17
Dude Wheres My Car?
23
Why Malls Fear Freedom
29
I Brake for Meanderthals
37
Nose and Toes
47
Pushcarts Rule
95
Matt Cuisine
103
Breakfast at Cartier
107
A Man and His Mall
126
Who Is Your Dad?
133
Malls of the World
143
Where the Girls Are
157
The Mall Touch
171

Sex and the Mall
61
The Charmin Challenge
71
Status Anxiety and Back Pockets
77
Fun
85
HandsFree Shopping
91
Short Hills or Seoul?
173
Other Venues
191
Scenes from a Mall
195
The Postmall World
201
Copyright

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About the author (2005)

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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