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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

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Paco Underhill’s books

Average rating: 3.80 · 28,263 ratings · 1,665 reviews · 8 distinct works • Similar authors

	Buyology: Truth and Lies About Why We Buy by Martin Lindstrom (Goodreads Author), Paco Underhill (Foreword) 3.76 avg rating — 14,508 ratings — published 2008 — 72 editions	Error rating book. Refresh and try again. Rate this book Clear rating 1 of 5 stars 2 of 5 stars 3 of 5 stars 4 of 5 stars 5 of 5 stars
	Why We Buy: The Science of Shopping 3.88 avg rating — 13,578 ratings — published 1999 — 84 editions	Error rating book. Refresh and try again. Rate this book Clear rating 1 of 5 stars 2 of 5 stars 3 of 5 stars 4 of 5 stars 5 of 5 stars
	Call of the Mall: The Geography of Shopping 3.63 avg rating — 1,083 ratings — published 2004 — 18 editions	Error rating book. Refresh and try again. Rate this book Clear rating 1 of 5 stars 2 of 5 stars 3 of 5 stars 4 of 5 stars 5 of 5 stars
	How We Eat: The Brave New World of Food and Drink 3.51 avg rating — 477 ratings — 7 editions	Error rating book. Refresh and try again. Rate this book Clear rating 1 of 5 stars 2 of 5 stars 3 of 5 stars 4 of 5 stars 5 of 5 stars
	What Women Want: The Global Market Turns Female Friendly 3.31 avg rating — 325 ratings — published 2010 — 28 editions	Error rating book. Refresh and try again. Rate this book Clear rating 1 of 5 stars 2 of 5 stars 3 of 5 stars 4 of 5 stars 5 of 5 stars
	City: Rediscovering the Center by William H. Whyte, Paco Underhill (Foreword) 4.25 avg rating — 226 ratings — published 1989 — 16 editions	Error rating book. Refresh and try again. Rate this book Clear rating 1 of 5 stars 2 of 5 stars 3 of 5 stars 4 of 5 stars 5 of 5 stars
	El placer de comprar: 24 horas en un centro comercial 0.00 avg rating — 0 ratings	Error rating book. Refresh and try again. Rate this book Clear rating 1 of 5 stars 2 of 5 stars 3 of 5 stars 4 of 5 stars 5 of 5 stars
	Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond 0.00 avg rating — 0 ratings	Error rating book. Refresh and try again. Rate this book Clear rating 1 of 5 stars 2 of 5 stars 3 of 5 stars 4 of 5 stars 5 of 5 stars

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Quotes by Paco Underhill (?)

“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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Paco Underhill’s Followers (112)

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Paco Underhill

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Paco Underhill’s books