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If we went into stores only when we needed to buy something, and if once there we bought only what we needed, the economy would collapse, boom.

Paco Underhill

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The safest road to Hell is the gradual one — the gentle slope, soft underfoot, without sudden turnings, without milestones, without signposts.
C. S. Lewis

Paco Underhill

Paco Underhill

Bio: Paco Underhill is an environmental psychologist, author, and the founder of market research and consulting company Envirosell.
Known for:
  1. Why We Buy: The Science of Shopping
  2. Call of the Mall
  3. Continuum Companion to Translation Studies
  4. Call of the Mall: How We Shop

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