Paco Underhill > Quotes

“I believe passionately in edutainment—whether in front of a business audience, a classroom of students or a crowd of parishioners at church. Laughter”
― Paco Underhill, Why We Buy: The Science of Shopping

“you’ve got to plan for the nonshopper as much as the shopper.”
― Paco Underhill, Call of the Mall: The Author of Why We Buy on the Geography of Shopping

“something about rules—you have to either follow them or break them with gusto.”
― Paco Underhill, Why We Buy: The Science of Shopping

“Remember that more than 60 percent of what we buy wasn’t on our list. And”
― Paco Underhill, Why We Buy: The Science of Shopping

“Our studies prove that the longer a shopper remains in a store, the more he or she will buy. And the amount of time a shopper spends in a store depends on how comfortable and enjoyable the experience is.”
― Paco Underhill, Why We Buy: The Science of Shopping

“we don’t notice a single sign or display we pass until that mission is accomplished.”
― Paco Underhill, Why We Buy: The Science of Shopping

“Once it was the scarcity of food that threatened our lives; today it’s the abundance.”
― Paco Underhill, How We Eat: The Brave New World of Food and Drink

“If we went into stores only when we needed to buy something, and if once there we bought only what we needed, the economy would collapse, boom.”
― Paco Underhill, Why We Buy: The Science of Shopping

“If you tell too much too soon, you’ll overload them and they’ll give up. If you confuse them, they’ll ignore the message altogether.”
― Paco Underhill, Why We Buy: The Science of Shopping

“I want them to see certain things. I want them to hear certain things. I want them to taste certain things.”
― Paco Underhill

“into”
― Paco Underhill, Why We Buy: The Science of Shopping

“Amenability and profitability are totally and inextricably linked. Take”
― Paco Underhill, Why We Buy: The Science of Shopping

“or what has been termed the “decompression zone,” as among our most meaningful and useful work. It”
― Paco Underhill, Why We Buy: The Science of Shopping

“A recent study of how men and women differ when it comes to the mall turned up this fact: Men, once you get them in the door, are much more in- terested in the social aspect of malls than the shopping part, whereas women say the social aspect is important but shopping comes rst. Men enjoy the mall as a form of recreation—they like watching people and browsing around in stores more than shopping. Maybe they’ll spend fteen minutes in a bookstore or a stereo store and leave without buying a thing. They treat it like an information-gathering trip. Men also like the nonretail parts—the rock-climbing walls, the food courts, anything that doesn’t actually require them to enter stores and look at, try on, or buy merchandise.”
― Paco Underhill, Call of the Mall: The Geography of Shopping