Paco Underhill is the founding president of Envirosell, the New York-based behavioral research and consultancy firm focused on commercial environments. His first book, Why We Buy: The Science of Shopping, was an internationally recognized bestseller and has been published in 27 languages. Call of the Mall: The Geography of Shopping was released in 2004 and has been called a humorous walking tour of an American shopping mall. His columns and editorials have appeared in The New York Times, Money Magazine and The Wall Street Journal, among others. Underhill is also the only foreigner to ever hold a position on the Board of Advisors at Hakuhodo, Japan’s second largest advertising agency. He is an expert on global consumer trends. Today, he is known as one of the era’s forefront shopping anthropologists.

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