Paco Underhill, author of the wonderful book “Why We Buy. The Science of Shopping” has now followed this up with a review of the shopping experience in America’s Malls. His new book “Call Of The Mall” examines how Americans use the mall (shopping centre), what it means, why it works when it does and why it often doesn’t work at all well. Paco Underhill is CEO of Envirosell whose studies of consumer behaviour are sought after by leading retailers, manufacturers and distributors around the…