← Paco UnderhillWhat Women Wantby Paco UnderhillConsumer behavior research examining how women make purchasing decisionsFind 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→Call of the MallAnalysis of shopping mall design, consumer behavior, and retail environment psychology→