“We need to get beyond the thrill of the purchase to the pride of ownership.”
Paco Underhill goes by many labels: the retail anthropologist, environmental psychologist, or the resource person for telling us “why we buy.” As the pioneer in the field of Shopping Science, he has spent over 25 years conducting consumer behavior research. The New Yorker, Fortune, Fast Company, Business Week and Smithsonian Magazine, are among the major publications that have recognized Underhill and Envirosell. ABC’s 20/20 and CBS’s 48 Hours had segments highlighting him and his work. He is also a regular contributor to NPR and BBC Radio. His columns and editorials have been printed in esteemed publications such as the New York Times, London Times, Wall Street Journal. His first book, Why We Buy: The Science of Shopping has been published in 26 languages, and has sold more copies than any other retail book in history.