Paco Underhill, the Margaret Mead of shopping and author of the huge international bestseller Why We Buy, now takes us to a mall, a place every American has experienced and has an opinion. The result is a vivid portrait, ironic, funny and insightful Center - America's gift to personal consumption, its most powerful icon of global trading power, both new and now aging national town square, the place that meet in our leisure time.
This is the shopping center as an example of our commercial culture and social, where young people have their first experience 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 sometimes it does not.
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