“Retail anthropologist” Paco Underhill explores how merchants get us to open up our wallets in his book “Why We Buy” (Simon & Schuster). He exposes some of the tricks of the trade you’ll find at work in any mall.


  • Paco Underhill Founder and CEO of Envirosell, Inc. He is the author of 'Why We Buy' and 'Call of the Mall.'

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