Retail Anthropologist Examines Mall Life

Author Paco Underhill's new book looks at the effects of psychology on the shopping experience.

1 minute read

July 13, 2004, 10:00 AM PDT

By Jeffrey Goodman


In his latest work, anthropologist Paco Underhill examines how consumer centers both dictate and follow shopper's desires. In terms of mall design, the author discusses the role of the private sphere as a public space, the selective exclusion of 'unwanted elements' through transportation, and both the liberating and confining aspects of merchandizing. As for the future, Underhill thinks American malls are trailing Japanese models, which feature libraries, galleries, and wide scale access. As baby-boomers age, the author says that "malls are not going to be the slam-dunk proposition...they were 25 years ago."

Thanks to Jeffrey Goodman

Monday, July 12, 2004 in Newsday

Lake Powell with much of the water evaporated.

Desperate measures: Advocates weigh draining Lake Powell to fill Colorado River

Draining the reservoir could reduce evaporation losses by a couple hundred thousand acre-feet.

October 30, 2026 - Yale Environment 360

A road in north eastern Nebraska with power lines on either side, and grassy fields.

Eastern Nebraska is running out of electricity

Data centers and electrification are straining eastern Nebraska’s grid, throttling economic development.

November 6, 2026 - Grist

A rendering of a mall turned living space. People walk around a green space surrounded by apartments.

Malls are becoming the midtowns of the future

Mall and office park redevelopments are a generational opportunity to create new nodes of urbanity.

October 29, 2026 - Ben Schneider

A car drives through a puddle in NYC

NYC breaks ground on anti-flooding infrastructure project

New York City's new system will reduce stormwater flows to local sewers by 90%.

1 hour ago - Smart Cities Dive

Members of the Smoketown CLT gather for a photo

One Kentucky town’s secret to affordable housing

The Smoketown Community Land Trust has already built seven affordable homes for community members.

2 hours ago - Reasons to Be Cheerful

Two people stand under mesh coverings shaped like petals

Houston gains petal-shaped cooling infrastructure to make streets more ‘delightful’

The city has installed the pavilions along 15 blocks in Houston.

3 hours ago - De Zeen

FREE Course: Walkable City 1: Why Walkability?

After describing his path towards focusing on walkability as the essence of good planning, Jeff Speck marches through his five principal reasons for making more walkable places.

Reinventing Malls: Planning Alchemy—Turning Gray Fields Into Gold

The course focuses on the opportunities and imperatives that shape reinvention of mall sites.