← Paco UnderhillCall of the Mallby Paco UnderhillAnalysis of shopping mall design, consumer behavior, and retail environment psychologyFind on Amazon↗About the authorPaco UnderhillPaco Underhill is a retail anthropologist who founded Envirosell to study how consumers actually behave in retail environments. His book Why We Buy uses scientific observation to reveal how physical store design drives purchase decisions.More by Paco UnderhillWhy We Buy: The Science of ShoppingBehavioral scientist reveals psychology and science behind how consumers shop→What Women WantConsumer behavior research examining how women make purchasing decisions→