Paco Underhill: Immersive Consumer Behavior

Inspired by the methodology of urbanist William H. Whyte and having lived in a multitude of cities around the world as the son of a diplomat, retail space doctor, consumer behavior consultant and best-selling author of Why We Buy: The Science of Shopping, founded the first iteration office of his consultancy Envirosell in 1986. He became the chairman of the New Wilderness Foundation, an ethnopoetics and performing arts group, co-founded by poet Jerome Rothenberg and Morrow in 1974.