Instruct: Classify Amazon reviews into positive or negative sentiment
Query: A Controvertial Review of Shopping Malls

"Call Of The Mall" follows on from the most fascinating, entertaining and useful retail research book ever written, "Why We Buy. The Science of Shopping" which is a must read for everyone involved with retail."Call Of The Mall" is also easy to read, though it has far more of Paco Underhill's opinions and far less actual research to back up his conclusions. It examines how Americans use the mall, what it means, why it works when it does and why it often doesn't work at all well.I have the feeling with this book that Paco Underhill has been reading too much of his publicity and now believes he is a witty, entertaining writer. So, in some ways it's a bit of a let down. However, for anyone involved in a management role within shopping centres it's still a `must read'.