The American shopper is dazed and confused. What do I really want, versus what do I really need Sure, I can afford the plasma television now, but should I save that $2,000, in case I get laid off tomorrow Can I really tell my snobby friends that I now shop at — egads — Walmart To gauge the mindset of the American consumer, and the state of shopping during this recession, TIME checked in with respected retail expert Paco Underhill, the CEO of Envirosell, a consulting firm, and author of Why We Buy: The Science of Shopping. Give us a snapshot of the American consumer landscape. We can divide the American consumer into thirds
