Paco Underhill Knihy

This story is about the world of shopping. The world of shopping is in flux as retail designers and marketers recognize that their 20th century tools are getting rusty and dull. The first-world customer is older, wiser, and more cynical. For merchants and marketers trained to fight wars - Coke vs. Pepsi, Sainsbury's vs. Tesco - the unpleasant surprise is that they find themselves in a 21st century bar fight, where everybody is competing with everybody else for the customer's discretionary expenditure.

Paco Underhill 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 place 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 their 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 doesn't.

How much do we truly understand about our purchasing decisions in a world filled with messages? Are we influenced by eye-catching ads, catchy slogans, or are our choices driven by subconscious factors? In a groundbreaking three-year, seven-million-dollar neuromarketing study, the author reveals astonishing insights from 2,000 global volunteers as they interacted with various advertisements, logos, and products. The results challenge long-held beliefs about what captures our interest and motivates us to buy. For example, gruesome health warnings on cigarette packages not only fail to deter smokers but may actually increase their desire to smoke. Despite regulations, subliminal advertising persists in our environment, from bars to billboards. Surprisingly, "cool" brands like iPods can trigger mating instincts, while other senses—smell, touch, and sound—can create physical arousal when encountering products. Interestingly, sex appeal often backfires; scantily clad models can repel rather than attract consumers. Additionally, companies adopt rituals, such as enjoying a Corona with lime, to entice buyers. Filled with engaging anecdotes about well-known brands like Marlboro, Nokia, and Calvin Klein, this exploration into consumer psychology reveals how marketers strive to capture our loyalty and spending.

Frauen kaufen anders als Männer. Das kommt Ihnen bekannt vor? Aber warum ist das so? Der weltweit führende Marketingexperte und Bestsellerautor Paco Underhill macht die vier Faktoren aus, die die Kaufentscheidungen weiblicher Konsumenten maßgeblich steuern: Sauberkeit, Kontrolle, Sicherheit und Rücksichtnahme. Diese vier Faktoren machen eine Marke oder eine Dienstleistung für Frauen attraktiv und sind für Männer bei der Kaufentscheidung in der Regel unbedeutend. Mit Charme und Humor nimmt uns Underhill mit auf eine Reise durch den globalen Markt, der immer mehr von Frauen eingenommen wird, und zeigt uns, warum sie kaufen, was sie kaufen.