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Paco Underhill

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Paco Underhill



Underhill has spent more than 25 years conducting research on the different aspects of shopping behavior, earning his status as a leading expert and pioneer in the field. Paco helps companies understand what motivates the behaviors of today’s consumer. His research shows how today’s retail world is ruled by factors such as gender, “trial and touch” and human anatomy. He is an insightful and captivating speaker, who frequently presents to trade associations and professional groups about the methodology and findings of his research.

Underhill and Envirosell have been profiled by major publications, such as, The New Yorker, Fortune, Fast Company, Business Week and Smithsonian Magazine, and have been featured on ABC’s 20/20, and CBS’s 48 Hours. ...more

Combine Editions

Average rating: 3.81 · 27,918 ratings · 1,618 reviews · 7 distinct works • Similar authors
Buyology: Truth and Lies Ab...
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3.76 avg rating — 14,238 ratings — published 2008 — 3 editions
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Why We Buy: The Science of ...
3.88 avg rating — 13,467 ratings — published 1999 — 84 editions
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Call of the Mall: The Geogr...
3.63 avg rating — 1,079 ratings — published 2004 — 18 editions
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How We Eat: The Brave New W...
3.50 avg rating — 453 ratings — 7 editions
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What Women Want: The Global...
3.28 avg rating — 318 ratings — published 2010 — 28 editions
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City: Rediscovering the Center
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El placer de comprar: 24 ho...
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More books by Paco Underhill…
Quotes by Paco Underhill  (?)
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“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
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“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
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“something about rules—you have to either follow them or break them with gusto.”
― Paco Underhill, Why We Buy: The Science of Shopping
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