|About | Media | Search | Contact|
A.Word.A.Daywith Anu Garg
noun: A buyer.
[From Latin emptor (buyer), from emere (to buy, take).]
We're more familiar with today's word in the form of caveat emptor (buyer beware). Other words that come from the same root emere are pre-empt (literally, to buy beforehand), example (to take out something), premium (inducement to buy), prompt (to be quick in taking), redeem (to buy again), and vintage (to take from vinum, grapes).
"American `retail anthropologist' Paco Underhill is one of the plumbers.
Mr Underhill makes his living watching homo emptor -- the king and queen
of retail, otherwise known as the shopper: you and me. One of his
findings: `Men are buying their own underpants.'"
"His personal nominees for the most-likely-to-deceive award are the
Midtown electronics stores, infamous for bait-and-switch ads, selling
used goods as new and not posting prices so that they can be adjusted
according to the perceived sophistication of the emptor."
If you don't execute your ideas, they die. -Roger von Oech, author and consultant