Call of the Mall (autographed copy)

Paco Underhill, the Margaret Mead of shopping, now takes us to the mall, a place every American has experienced and has an opinion about. The result is a bright, ironic, funny, and shrewd portrait of the mall—America’s gift to personal consumption, its most powerful icon of global commercial muscle, the once new and now aging national town square, the palace where we convene in our leisure time.

It’s about the shopping mall as an exemplar of our commercial and social culture, the place where our young people have the first taste of social freedom and where the rest of us compare notes. Call of the Mall examines how we use the mall, what it means, why it works when it does, and why it sometimes does not.

“Underhill’s sharp observations….have an obvious appeal for anyone who has ever been manipulated by discreet mall psychology.” – The New York Times

“Fascinating…Call of the Mall’s unique contribution to the field is less sociological analysis than the shock of personal recognition Underhill provokes as he lasers in on some unexamined moments in modern life. Only a retail specialist could be so attuned to the human condition In all its shabby, formless boredom.” – The Atlantic