A Summary of “the Science of Shopping” Essay
A famous writer for the New Yorker, Malcolm Gladwell has written an article, “The Science of Shopping”, which is based on Paco Underhill’s study of retail anthropology. The intention of a retail store is obvious- that is to attract customers and convince them to perchance as much as they can. There is so much knowledge that we can study, such that how the environment affects people’s thinking. These are tiny details that we don’t usually think about. The reason of how Paco Underhill success is because he notices these details. Details determine success or failure. Paco Undnerhill—a talent and passion environmental psychologist, provides us a new point of view of the science of displaying products, …show more content…
Underhill got his initial ideas of the field of retail anthology from an urban anthropologist, William Whyte, who was the first man who came up with the thoughts of using photographing to do urban planning. Underhill put a lot of efforts on developing this technique. He spent up all his money to buy equipment and founded a company called Envirosell. Basically, Underhill and his staff set up video cameras in stores, observing and studying from people’s behaviors, in order to counsel their clients. His business is considered very promising, since retail stores get so many difficulties in this highly competitive age.
Another theory that Underhill came up with is the le facteur bousculade. This theory is about women shoppers are far less likely to make a purchase if they are "brushed" from behind --by a person, a display table, or a piece of merchandise. Underhill did not give too many explanations about the terms. His results are all based on his observations of thousands of video. Furthermore, he claims that it’s very important to let potential customs feel engaged in the stores. For example, the author refers to the cases of GAP and Banana Republic. The reason for they putting their clothes on big wooden tables is that tables indicate welcoming. People eat and get food from the table; therefore they have more sense of picking up some