“The Science of Shopping” by Malcolm Gladwell is an article well written. This article is full of information and facts about all the things that consumers do, that they would have never noticed about themselves. This article is based off the experiments and observations performed by Paco Underhill, who is a former geographer of Manhattan. Underhill places surveillance in stores to analyze the typical shopper to define how they shop and to explain how the retailers need to respond to their shopper’s behavior. A few main focuses on this article are the Decompression Zone, the Invariant Rights and the downshift factor.
The Decompression Zone, Invariant Rights and the downshift factor can all be used to a retailer’s advantage, but to a consumer’s disadvantage. Stores use these factors to draw in their customers to get more money out of them, making more profit for their business. Underhill’s …show more content…
Underhill takes shopping to a whole new level by figuring out a way to manipulate a shopper into purchasing more items. Underhill’s hard work has paid off; he is now able to create an idea, experiment and analyze the idea, and create his own business to help retailers with their profits. Underhill says that his theories “seek not to make shoppers conform to the desires of sellers but to make sellers conform to the desire of shoppers” (466).
One of the main purposes of Gladwell’s article, along with Underhill’s observations, is to inform businesses what they need to know about their shoppers. Retailer’s need to be aware of their shopper’s behavior at all times, so they know how to conform to their shopping traditions. Retailers now know that the placement of items and clothing is very important in any business. With all of Underhill’s observations, it has made it possible for all businesses to make a huge profit. They are now aware of all the factors that come into play while their customers are shopping in their
The Decompression Zone, Invariant Rights and the downshift factor can all be used to a retailer’s advantage, but to a consumer’s disadvantage. Stores use these factors to draw in their customers to get more money out of them, making more profit for their business. Underhill’s …show more content…
Underhill takes shopping to a whole new level by figuring out a way to manipulate a shopper into purchasing more items. Underhill’s hard work has paid off; he is now able to create an idea, experiment and analyze the idea, and create his own business to help retailers with their profits. Underhill says that his theories “seek not to make shoppers conform to the desires of sellers but to make sellers conform to the desire of shoppers” (466).
One of the main purposes of Gladwell’s article, along with Underhill’s observations, is to inform businesses what they need to know about their shoppers. Retailer’s need to be aware of their shopper’s behavior at all times, so they know how to conform to their shopping traditions. Retailers now know that the placement of items and clothing is very important in any business. With all of Underhill’s observations, it has made it possible for all businesses to make a huge profit. They are now aware of all the factors that come into play while their customers are shopping in their