Paco Underhill

Paco Underhill is an American retail anthropologist, environmental psychologist, and bestselling author. As the founder of Envirosell, a research and consulting firm, he pioneered the scientific observation of consumer behavior in commercial spaces.

He is best known as the author of the international bestseller Why We Buy: The Science of Shopping and Call of the Mall, which revolutionized retail design and merchandising.

Underhill’s observational insights and consumer analytics have transformed how global brands design stores and understand shopper psychology. He is a leading authority in retail strategy.