Call of the Mall Quotes

“you’ve got to plan for the nonshopper as much as the shopper.”
― Paco Underhill, Call of the Mall: The Author of Why We Buy on the Geography of Shopping

“A recent study of how men and women differ when it comes to the mall turned up this fact: Men, once you get them in the door, are much more in- terested in the social aspect of malls than the shopping part, whereas women say the social aspect is important but shopping comes rst. Men enjoy the mall as a form of recreation—they like watching people and browsing around in stores more than shopping. Maybe they’ll spend fteen minutes in a bookstore or a stereo store and leave without buying a thing. They treat it like an information-gathering trip. Men also like the nonretail parts—the rock-climbing walls, the food courts, anything that doesn’t actually require them to enter stores and look at, try on, or buy merchandise.”
― Paco Underhill, Call of the Mall: The Geography of Shopping