Malcolm Gladwell, "The Science of Shopping." Due Wednesday by class.
Choose one theme of the essay that we discussed in class today - privacy, capitalism, evolution, gender roles, stereotypes - and create a said, implied, response chart using three examples from the text that all relate to one theme. (Confused? See page 362 for an example of this chart, 361 for more general explanations of how to create such a chart.)
An example from class - Theme: Stereotypes. Said: We walk the way we drive, to the right. Implied: We are a programmed society, we follow certain socially accepted rules, and therefore we are open to be exploited and appealed to through the manipulation of these rules. Response: I don't like being assigned to such limited mental terms, makes me feel like we're all viewed as cattle, each person is different and unique and stores should respect and acknowledge that. (Then two more. Make each one short and sweet, as long as you include all three steps of the chart.)
summary of “The Science of Shopping” The article titled the science of shopping by Malcolm Gladwell speaks about the buyers behavior as applied to the US customers. In the following essay I will present a summary o fthe article, show several key points, as well as to speak about Paco Underhills key retail strategies. The article starts by saying that just like in driving, Americans usually keep to the right when then walk down the isles of the shopping malls and the sidewalks. By the same token, the malls and the airports should and usually do place the shops that sell conventional goods to the right while emotional goods (food-related and entertainment) to the left expecting the customers to cross the human traffic for foods only. The speed of customers when walking is of great importance for marketers, too. When people walk fast it is hard for them to stop right away. Thus, it is not recommended to place shops next to banks, because once the customers speed up to pass by the (uninteresting) bank, they might slow down past the shop located next to the bank.