In a world perceived in a state of constant surveillance much like the dystopian setting of George Orwell’s ‘1984’ novel, it is expected to view the practices that Malcolm Gladwell introduced in his article, The Science of Shopping, as frightening. However, the main intentions of these remarkable tactics are greatly misunderstood and Gladwell does an excellent job of clearing up many misconceptions around this topic. For instance, he introduces Paco Underhill, a self-proclaimed urban geographer who is a professional in the field of retail planning and posses a lengthy list of credentials. He also identifies and illustrates the concepts of decompression zone, invariant right, petting, “butt-brush” theory in his article and breaks down their …show more content…
In fact, he can be classified as a scientist that is benefiting both the producer and consumer simultaneously as opposed to this image of an eerie ‘spy’. He’s literally providing his standout talent of extreme insight as a weapon that retailing industries can use to conquer the business world. His renowned theory of the Decompression Zone is most certainly not a concept that can be compared to rocket science. It’s merely just a simple technique that acknowledges the predictability of the human mind and how it can be easily manipulated when switching from different environments. A majority of human subconsciously falls to these tactics and Paco Underhill didn’t develop it from thin air; he merely discovered by carefully examining how people shop.
As stated before, the human mind subconsciously falls to traps and it’s programmed to follow patterns. With this being said, Underhill is also credited with discovering the theory of Invariant Right which states that consumers who enter stores are more likely to move to the right side. From a personal standpoint, I can verify that his theory is, in fact, legitimate because based on the C-Town supermarket that I have visited, a deli was placed as a simple access for customers that are either in a rush or on lunch breaks to take advantage of. Furthermore, like a scientist, Paco Underhill believes that
We have all been to a supermarket or store at some point in our lives. Have we found ourselves placing items in the cart that we did not come to buy, and why is that? Is there a reason the products we need are located in the back of the store? Marion Nestle wrote an article entitled, “The Supermarket: Prime Real Estate.” She teaches in the department of nutrition and food studies at New York University. Nestle writes a column regarding food for the San Francisco Chronicle. Shortly after reading the title, one can determine Nestle opposes supermarkets. “Prime Real Estate,” indicates that large supermarkets are feeding grounds for them against unsuspecting customers. Supermarkets can determine what somebody will buy, based on where the store places certain products. The general argument made by Nestle in her work, “The Supermarket: Prime Real Estate, is that supermarkets are taking advantage of our unconscious mind and we are purchasing products on impulse.
“The Signs of Shopping” by Anne Norton mainly talks about the hidden semiotic meanings behind the concept of shopping. She mentioned how women shopped to obtain a sense of self-identities by spending money to possess property(88). The reading also implies that
The phenomenon of consumerism is quiet powerful due to the impact on individual’s lives. Society has come to the point, happiness is associated with consumption. However, the way consumerism works, is if the items being purchased gives temporary happiness. There individuals are always buying the latest products to remain happy. In the text, “The Cult you’re in” Kalle Lasn, discusses a cult-like nature of consumer culture on Americans. Lasn uses the work ‘cult’ as a metaphor; he does not mean an actual cult but American consumers seem to be in a cult-like nature. The ideal example of Lasns argument is the text, “The man behind Abercrombie and Fitch”, Benoit Denizet-Lewis, goes in great depth of the life of the CEO, Mike Jeffries, of
Malcolm Gladwell’s piece, “The Science of Shopping”, causes his audience to fear retail anthropologists such as Paco Underhill. On the surface, Gladwell appears to write a short documentary of sorts about the manipulation of businesses and stores. Venturing deeper into the story provides the reader with vision of the importance businesses place on their layouts and strategies. Gladwell continues to assure his point that consumers are not mindlessly obeying what retailors want them to do. Store owners are required to accommodate to how their customers behave, and what their target market wants. Gladwell refers to significant moments with Underhill by directly quoting Paco. He also vividly describes different aspects of Paco’s practice.
“Outlet shopping is perhaps luxury’s greatest ploy to get its goods into the hands of anyone and everyone,” (Thomas, Pg. 246). “But outlet shopping is the antithesis of the flagship, the antithesis in fact, of luxury itself.” (Thomas, 2007. Pg. 247) Columnist Karen Heller explained to Thomas after visiting Woodbury Common Premium Outlets in New York, “The clothes were marked down, picked over and repeatedly pawed, the opposite of how they were originally displayed. Their power to enchant seemed minimized, even at a third the price, smashed together like produce in a storage hold.” Thomas explains how luxury merchandise is purely just that, leftover “luxury” products: overproduction. No longer does luxury embody the experience of pampering nor does it signify class and wealth. Some
In “Enclosed. Encyclopedic. Endured: The Mall of America,” David Guterson’s description concerning the Mall of America researches into numerous surfaces that are entrenched throughout the mall both physically and psychologically. David Guterson claims that the Mall is a psychological impact on the applicants inside. He makes this claim through his portrayals of the shopping mall’s: exterior and interior environment, the people he interviews, and the malls many titles.
The bizarre economy that we live in has affected us in many ways than our simple mind can fathom. After World War II there was massive push in innovation. Human were gifted with inventions like the Airplane, color T.V., polyvinyl cups, and precooked dinners. Nevertheless, these “gifts” came at an enormous cost. That cost was pushed onto the environment and people living in that environment. “The Market Economy” by Marge Piercy illustrates the movement in American aimed at bring attention to a global problem as well as an effort to save the planet along with the people living on it.
A famous writer for the New Yorker, Malcolm Gladwell has written an article, “The Science of Shopping”, which is based on Paco Underhill’s study of retail anthropology. The intention of a retail store is obvious- that is to attract customers and convince them to perchance as much as they can. There is so much knowledge that we can study, such that how the environment affects people’s thinking. These are tiny details that we don’t usually think about. The reason of how Paco Underhill success is because he notices these details. Details determine success or failure. Paco Undnerhill—a talent and passion environmental psychologist, provides us a new point of view of the science of displaying products,
Whenever I go to Stop & Shop, I tend to take interest in the thousands of products that surround me as I walk down an aisle. The wafting aroma of freshly baked pastries and the sight of cold soft drinks are just some of the things that trigger my appetite for food. Most often, I find myself buying more than what I originally planned on. That’s exactly what the layout of a supermarket tries to make consumers do. Marion Nestle argues in her article, “The Supermarket: Prime Real Estate”, how supermarkets employ clever tactics such as product layout in order to make consumers spend as much money as possible. She covers fundamental rules that stores employ in order to keep customers in aisles for the longest time, a series of cognitive studies that stores perform on customers, and examples of how supermarkets encourage customers to buy more product. Overall, Nestle’s insight into how supermarkets manipulate people into spending extra money has made me a more savvy consumer and I feel if more people were to read her article, then they can avoid some of the supermarket’s marketing tactics as well.
Malcolm Gladwell is currently a non-fiction writer for The New Yorker. After college, he took a journalism position in Indiana and later took a position in Washington. In 1996, he moved to New York, where he is today. He has written five books and each has been on the New York Times best seller list (Famous Authors). In his first year of working as a journalist for The New Yorker, he wrote, “The Science of Shopping.” In this piece, Gladwell objectively evaluates Paco Underhill’s research within the business industry. Underhill “would have from a hundred to five hundred pages and pages of carefully annotated tracking sheets and anywhere from a hundred to five hundred hours of films” for each experiment that he conducts (99). With Underhill’s determination and research, and Gladwell’s journalistic qualities, this report changes the way anyone views shopping.
Embedded in the human spirit is the notion that people possess an innate sense of being an individual, free to think, act, and understand the world surrounding them. In George Orwell’s 1984, individuality is removed to support the Party’s abilities in controlling and exploiting the masses. Yet, despite their success in suppressing the citizens of Oceania there is something rooted in humanity that although can be repressed, still remains implanted within the deepest parts of a person’s mind. In the novel, while the Party attempts to annihilate all human instincts in order to acquire pure and absolute power, it is unknown to them that despite their best efforts there lies something much more dominant in the human mind which although can be inhibited may never be entirely eliminated. As Winston ponders revolutionary ideas, his physical body unknowing to his conscious mind, is complacent with his innermost thoughts to rebel in any way possible. Winston’s thoughts of unorthodoxy become enhanced through Julia because he discovers someone who desires and understands him, conjuring up something instinctual in him which has been waiting to be released. To care and protect someone else becomes instinctive when he/she experiences suffering or pain and this kind of understanding is acknowledged through the only people Winston believes express any sanity in a corrupt world: the proletarians. A person’s impulse to resist an oppressive nature is instinctual and this is validated through
Shopping has become a daily activity which happens a billion times in America and around the world. We cannot imagine how our lives would be affected if shopping was suddenly stopped. Malcolm Gladwell and Anne Norton both write articles about two sides of modern day shopping: how consumers have impacted the retail industry and how the industry influences consumers. In the article " The Science of Shopping," Malcolm Gladwell, a well-known writer and journalist, analyzes the shopping behaviors of customers and how retailers can lure customers; while Anne Norton, a professor of political science at the University of Pennsylvania, in
Everyday thousands of retail stores throughout the United States open up their stores in the morning for the sole purpose of attracting customers and selling them merchandise. For this assignment I decided to do a store analysis of the retail giant Wal-Mart. To begin with I will evaluate the store layout and design. Next I will explain the visual merchandising techniques used that Wal-Mart uses. Finally I will discuss the problems and recommendations that I have for Wal-Mart. Wal-Mart has continually been a leader in the retail industry, and it all starts with the layout of the store.
For generations, Americans has been brainwashed by the media to believe that what is displayed on television is the ideal perception of what real beauty have manipulated American citizens of what style looks like. Furthermore, with their many brainwashing strategies, that means more and more consumers spending beyond their budget. Our perspectives have been heavily influenced by what they believe is nice, but can we afford it all? With unrealistic combination of goods in store, plazas, and mall, consuming has become a bad behavior of some. In support of my argument of the “Overspending”, author Gladwell’s article “The Science of Shopping” also argues that stores adjust to fit the needs and wants of the shopper are evidently presented. With that being said, we have no idea when we are being manipulated into unrealistic shopping behavior that is influenced by the way the advertisement is presented in visual sight. Author Gladwell gets a “retail anthropologist” and “urban geographer” named Paco Underhill to give breakdown points of how he helps brand name stores influence consumers into persuasion of buying more. However, most of us fall short of that discipline, while being persuaded to overspend during our store visits.
Pointing and sprinting from store to store, bags in hand and wallet held tight. The sounds of screaming, laughing, and talking fill the space. Cash registers beaming and cards being swiped. There’s just no other place like this; a shopping mall. Today, buying clothes or items of interest is highly popular. All of one’s favorite stores feet away from each other, this ritual is composed of elements that might not seem very evident without looking close enough. At the International Plaza in beautiful Tampa Florida, I conducted observations and my own experiences as well to analysis this ritual as a cultural phenomenon. Through this research, we can understand the true meaning of a shopping mall.