Call of the Mall : The Geography of Shopping by the Author of Why We Buy @ richardeward.com

Call of the Mall : The Geography of Shopping by the Author of Why We Buy
by Paco Underhill
from Amazon Remainders Account

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• Bargain Price

Customer Reviews:

• Avg. Customer Rating: 3.5 / 5.0

• Fun examples, but limited take-aways and too NYC-loving
  I teach Consumer Marketing and love social science interpretations of 'real world' behavior. Hence I picked up "Call to the Mall" with personal and professional excitement. Overall, I was disappointed. On the plus side, there are some wonderful examples of behavior that we all do or have seen. However, the is sadly little data to back these up for being more than informed opinions of the author or his companions. He has a company that does this, he must have access to great descriptive stats that would... more info

• A Controvertial Review of Shopping Malls
  "Call Of The Mall" follows on from the most fascinating, entertaining and useful retail research book ever written, "Why We Buy. The Science of Shopping" which is a must read for everyone involved with retail.
  "Call Of The Mall" is also easy to read, though it has far more of Paco Underhill's opinions and far less actual research to back up his conclusions. It examines how Americans use the mall, what it means, why it works when it does and why it often doesn't work at all well.
  I have the feeling... more info

• It's Alright
  I had to read this book for a consumer-behavior class. The subject matter is so interesting and full of unique little insights about our consumer culture, but Underhill gives only a cursory analysis; in reality, most of the book seems to be a mechanism for name-dropping clients and touting the glorious magic that is...Paco Underhill.
  Underhill's writing style is flippant and annoying, but having said that, it is a quick and easy read and a good intro to anyone interested in the topic.

• Somewhat engaging but not very informative
  "The Call of the Mall" is a book that is sure to please the "minority" of Americans who do not favor the big box/stripmall/fashion mall culture of mainstream America. I am among that growing group of people seeking more sustainable, more humane geographical models of existing and getting along with one another. As an introduction to this notion, "Call of the Mall" is indeed "engaging" as another reviewed described it. However, it does not really address the underlying WHYS of the physical structure of... more info

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