“The Science of Shopping” versus "The Signs of Shopping"- Two Sides of an Issue
WRIT 102
Feb 24, 2013
“The Science of Shopping” versus "The Signs of Shopping"- Two Sides of an Issue Shopping has become a daily activity which happens a billion times in America and around the world. We cannot imagine how our lives would be affected if shopping was suddenly stopped. Malcolm Gladwell and Anne Norton both write articles about two sides of modern day shopping: how consumers have impacted the retail industry and how the industry influences consumers. In the article " The Science of Shopping," Malcolm Gladwell, a well-known writer and journalist, analyzes the shopping behaviors of customers and how retailers can lure customers; while Anne Norton, a professor of political science at the University of Pennsylvania, in “The Signs of Shopping" focuses more on different types of shopping and the construction of identity which customers gain through purchasing. Although two articles argue about different aspects within the same topic, the article by Gladwell seems to be stronger than Anne Norton 's argument. Gladwell gives solid scientific evidence, which are based on Paco Underhill’s study of retail anthropology, so his argument is convincing, while Norton 's article has a lack of proof and is flawed when she stereotypes women as "recognition dependence" (106). Just looking at the title of Gladwell’s article “The Science of Shopping,” the readers are eager to find out what the author means with the term “The Science.” In the article, Gladwell clarifies how shoppers’ behaviors influence retail business, and his arguments are firmly supported by Paco Underhill’s study. Paco Underhill, a talented and passionate environmental psychologist, has studied human behaviors and many aspects of shopping by using the time-lapse photography as a tool to “determine why a store worked or didn’t work” (Gladwell 98). He has actually become an expert in the field: “Thus was born the field of retail anthropology, and, not long afterward, Paco founded Envirosell,
Feb 24, 2013
“The Science of Shopping” versus "The Signs of Shopping"- Two Sides of an Issue Shopping has become a daily activity which happens a billion times in America and around the world. We cannot imagine how our lives would be affected if shopping was suddenly stopped. Malcolm Gladwell and Anne Norton both write articles about two sides of modern day shopping: how consumers have impacted the retail industry and how the industry influences consumers. In the article " The Science of Shopping," Malcolm Gladwell, a well-known writer and journalist, analyzes the shopping behaviors of customers and how retailers can lure customers; while Anne Norton, a professor of political science at the University of Pennsylvania, in “The Signs of Shopping" focuses more on different types of shopping and the construction of identity which customers gain through purchasing. Although two articles argue about different aspects within the same topic, the article by Gladwell seems to be stronger than Anne Norton 's argument. Gladwell gives solid scientific evidence, which are based on Paco Underhill’s study of retail anthropology, so his argument is convincing, while Norton 's article has a lack of proof and is flawed when she stereotypes women as "recognition dependence" (106). Just looking at the title of Gladwell’s article “The Science of Shopping,” the readers are eager to find out what the author means with the term “The Science.” In the article, Gladwell clarifies how shoppers’ behaviors influence retail business, and his arguments are firmly supported by Paco Underhill’s study. Paco Underhill, a talented and passionate environmental psychologist, has studied human behaviors and many aspects of shopping by using the time-lapse photography as a tool to “determine why a store worked or didn’t work” (Gladwell 98). He has actually become an expert in the field: “Thus was born the field of retail anthropology, and, not long afterward, Paco founded Envirosell,
Cited: Gladwell, Maxwell. “The Science of Shopping.” Signs of Life in the U.S.A.: Readings on Popular Culture for Writers. 7th ed. Ed. Sonia Maasik and Jack Solomon. Boston: Bedford/St. Martin 's, 2012. 97-103. Print. Norton, Anne. “The Signs of Shopping.” Signs of Life in the U.S.A.: Readings on Popular Culture for Writers. 7th ed. Ed. Sonia Maasik and Jack Solomon. Boston: Bedford/St. Martin 's, 2012. 104-110. Print. Frank, Magid N. "How America Shops & Spends 2011." Naa.org., n.d. Web. 24 Feb. 2013. "Female Marketplace." jcdecauxna.com., n.d. Web. 24 Feb. 2013.