Paco Underhill

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Paco Underhill Paco Underhill is the founder and Managing Director of [Envirosell Inc.], a New York based research and consulting firm. Envirosell has offices in Milan, Tokyo, Sao Paolo and Mexico City. 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. His first book, Why We Buy: The Science of Shopping is viewed as a retail classic.[read a summary here] His second book, entitled Call of the Mall: The Geography of Shopping, 2004 [read an interview here]

You can contact Paco by email at: