It’s a Comfort Thing

Retail anthropologist Paco Underhill is probably one of the few men on earth who doesn't have to be dragged kicking and screaming into a mall. That's because it's his job to spend many days at many different malls. Underhill, a past keynote speaker at The JCK Show ~ Orlando and the author of Why We Buy: The Science of Shopping, has just released a new book titled Call of the Mall. It provides some interesting food for thought, including this startling notion: That which seeks to be hospitable and encourage customers to linger—a mall—can, in fact, do just the opposite. The largest mall east of the Rockies, King of Prussia, happens to be in JCK's backyard, so I did a little impromptu market research. The mall's two sections, the Plaza and the Court, are separated by a large parking lot and boast 27 jewelry stores, most of which sell fine jewelry. In the middle of the Court, a small

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