Call of the Mall : The Author of Why We Buy on the Geography of Shopping

Rating:
Summary: Wish he'd gone deeper
Review: While I liked this book, I thought that Underhill could have done a much better job in explaining WHY WE BUY. I think I walked away from the book with a very superficial idea of what he was trying to explain.

This book was far more essay and less fact. My guess is that it was probably written that way to appeal to a greater audience. For all of Underhill's background and experience, I wish he had given us more. I found myself skipping whole paragraphs when he gave us his literary menader through the mall.