Paco Underhill is an Environmental Psychologist and founder of a market research and consulting company called Envirosell. He uses the idea of environmental psychology that our surroundings influence our behavior thus finding ways of forming man-made environments to make them conducive to retail purposes. He uses psychology through Aesthetics to supply the appropriate atmosphere for shopping. He has been called a Sherlock Holmes for retailers by the San Francisco Chronicle. Some books he has written are - Why We Buy : The Science of Shopping and Call of the Mall: The Geography of Shopping. His current book is entitled What Women Want.