With the largest economy in the world, Americans continue to have more money in their pockets to spend on shopping. Shopping has become a daily activity among millions of people in America. Marketing of the products play a huge role to feed the shopping desires of the customers; advertisement structure the way customers view the product. In “The Science of Shopping,” Gladwell analyzes different techniques used by the retail stores to attract customer using Paco Underhill’s study on shoppers behavior while surrounded by multiple stores. In “The Signs of Shopping,” Norton focuses on the different options of shopping that shape consumer identity. Although both authors argue different aspects of retail and advertisement industry, the essayists
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Malcolm Gladwell mentions Paco Underhill and his careful examination of the customers from the time they enter the store and different factors associated with the customer’s decision of purchasing the product. Gladwell states, “retailers have to know how shoppers behave in their stores...a women’s product that requires extensive examination should never be placed in a narrow aisle...the shopper invariably and reflexively turns to the right...what Paco likes are facts” (Gladwell 95-96). “The Science” behind the pattern of a store or the advertisement affects the customers and their willingness to purchase; Gladwell analysis Underhill’s concept on “retail anthropology”. Gladwell clarifies how customers behave when they are surrounded by the advertisements and his arguments are supported by Underhill’s study. Gladwell also references “the Decompression Zone”, as described by Underhill, the entrance area of the store in which he suggests not to put anything. Gladwell uses Underhill’s careful observation to persuade his readers that sellers and advertisers have control over the decision of the …show more content…
Over the time, women have received recognition and say in the society, but they still seek for freedom; their husbands are controlling their activities through their position and economical power of the money. Norton describes shopping as a “subversive activity” for women because it provides them to feel a sense of freedom and sense of existence. Norton states, “[for women] [shopping] has been the occasion to escape the confines of their homes...when she spends money, she exercises an authority over property that law and custom may deny her ...[shopping] may be the only authority over property she is able to exercise” (Norton 88-89). Retailers use the women’s mentality that shopping gives them power to control their decisions by offering them hot deals or tempting rewards. This rewards and deals motivate the emotions of a woman to spend more. In this growing online retailing world, shopping malls and stores are one of the place where women can go without worrying about their children and husband and enjoy their freedom. Norton that the retail stores and advertising appeals pathos of women so the retailers can sell anything that they want
Malcolm Gladwell mentions Paco Underhill and his careful examination of the customers from the time they enter the store and different factors associated with the customer’s decision of purchasing the product. Gladwell states, “retailers have to know how shoppers behave in their stores...a women’s product that requires extensive examination should never be placed in a narrow aisle...the shopper invariably and reflexively turns to the right...what Paco likes are facts” (Gladwell 95-96). “The Science” behind the pattern of a store or the advertisement affects the customers and their willingness to purchase; Gladwell analysis Underhill’s concept on “retail anthropology”. Gladwell clarifies how customers behave when they are surrounded by the advertisements and his arguments are supported by Underhill’s study. Gladwell also references “the Decompression Zone”, as described by Underhill, the entrance area of the store in which he suggests not to put anything. Gladwell uses Underhill’s careful observation to persuade his readers that sellers and advertisers have control over the decision of the …show more content…
Over the time, women have received recognition and say in the society, but they still seek for freedom; their husbands are controlling their activities through their position and economical power of the money. Norton describes shopping as a “subversive activity” for women because it provides them to feel a sense of freedom and sense of existence. Norton states, “[for women] [shopping] has been the occasion to escape the confines of their homes...when she spends money, she exercises an authority over property that law and custom may deny her ...[shopping] may be the only authority over property she is able to exercise” (Norton 88-89). Retailers use the women’s mentality that shopping gives them power to control their decisions by offering them hot deals or tempting rewards. This rewards and deals motivate the emotions of a woman to spend more. In this growing online retailing world, shopping malls and stores are one of the place where women can go without worrying about their children and husband and enjoy their freedom. Norton that the retail stores and advertising appeals pathos of women so the retailers can sell anything that they want