Modern Day Shopping : How Consumers Have Impacted The Retail Industry And How The Industry Influences Consumers

1107 Words Mar 20th, 2016 null Page
Shopping has become a daily activity which happens a billion times in America and around the world. We cannot imagine how our lives would be affected if shopping was suddenly stopped. Malcolm Gladwell and Anne Norton both write articles about two sides of modern day shopping: how consumers have impacted the retail industry and how the industry influences consumers. In the article, “The Science of Shopping,” Malcolm Gladwell discusses retail anthropology which was found by Paco Underhill. By putting video camera inside the stores, Paco Underhill closely observes the shoppers’ behaviors and analyzes their actions. In like manner, Underhill gives the store owners advice on how to better attract customers’ attention. Gladwell stresses that the location of the shops as well as the layout of their contents are key factors of their success. The store managers adventure Underhill’s psychological studies of the shoppers in order to have productive business. Likewise, in the article, “The Signs of Shopping,” Anne Norton focuses more on different types of shopping and the construction of identity which customers gain through purchasing. Shopping malls, catalogs and home shopping networks are three different methods for buying products and each of them brings in more and more consumers daily, which in the real world, uncontrollable shopping is not a healthy habit to get into. Shopping was seen as a subversive activity for women. Gladwell gives solid scientific evidence, which are based…

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