Business Underhill, Paco. Why We Research Paper

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It also illustrates the specific ways stores are organized reveal cultural trends -- before, men used to never make child-related purchases or take children with them shopping. Now, areas that sell men's jeans need to have 'stroller room,' and McDonald's commercials depict men taking their children for a Big Mac as a secret 'dad date' (Underhill 108-109).

Underhill believes in the tactile power of shopping, and states that it is a fantasy that brick and mortar stores could ever be replaced by the Internet -- the web is good for product reviews, comparison shopping, and some items, such as impersonal gifts but the physical experience of shopping is irreplaceable (Underhill 213).

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Shopping has become a pastime, a source of fun, a hobby, for many Americans, and retailers are still profiting off of this long-standing trend, as well as striving to make malls, supermarkets, and other venues more like amusement parks….....

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