---
product_id: 2721799
title: "Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond"
price: "141.89 DT"
currency: TND
in_stock: true
reviews_count: 8
url: https://www.desertcart.tn/products/2721799-why-we-buy-the-science-of-shopping-updated-and-revised
store_origin: TN
region: Tunisia
---

# Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond

**Price:** 141.89 DT
**Availability:** ✅ In Stock

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- **What is this?** Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond
- **How much does it cost?** 141.89 DT with free shipping
- **Is it available?** Yes, in stock and ready to ship
- **Where can I buy it?** [www.desertcart.tn](https://www.desertcart.tn/products/2721799-why-we-buy-the-science-of-shopping-updated-and-revised)

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## Description

Why We Buy: The Science of Shopping-Updated and Revised for the Internet, the Global Consumer, and Beyond [Underhill, Paco] on desertcart.com. *FREE* shipping on qualifying offers. Why We Buy: The Science of Shopping-Updated and Revised for the Internet, the Global Consumer, and Beyond

Review: The best book on User Research, ever - I need to ask desertcart how many copies of this book I've ordered over the years, but I guess at least a couple of dozens. I am a professional User Researcher, and I both practice and teach research techniques daily. I marked this book as "the ultimate book on User Research" on my LinkedIn profile, and I stand by my recommendation. If you are a user researcher, a designer, or anyone who is interested in people's behavior and making sense of it, this is a must-have book for a number of reasons: - It opens your eyes to the hidden life of everyday things and everyday people's behavior. You will start noticing things around you that you've never noticed before. - It teaches you the art of observation, how to see things beyond simply looking at them. Even if people-watching has never been your favorite pastime, it may well be now. The book is about shopping, but what you learn applies to observing any human activity. - It's equally educational and entertaining. It's not a text book on user research techniques, and that's why I love it. It reveals to you many useful tips and techniques on doing research, particularly observation, without actually "teaching" or patronizing you in any way. You learn because you are engaged, fascinated and can't wait to turn the page. This is the best learning of all. - It's a mirror. Even if you don't want to learn how to observe others, you'll laugh at noticing your own shopping behaviors you may have never thought about. Stop reading reviews and start reading the book. Honestly.
Review: Excellent content and information - Amazing book packed with so much information. One thing after another and it’s amazing. I highly recommend this book for anyone who wants to start a business. It should be the standard! He has a fun perspective and it’s a great read. The only thing though he does not account for in his calculations of everything is fat mannequins, multi gender generation and socialism. The book is 2009 and I don’t think he saw that coming :0 Very happy I bought this book!!!

## Technical Specifications

| Specification | Value |
|---------------|-------|
| Best Sellers Rank | #28,194 in Books ( See Top 100 in Books ) #8 in Market Research Business (Books) #23 in Marketing & Consumer Behavior #46 in Cultural Anthropology (Books) |
| Customer Reviews | 4.4 out of 5 stars 802 Reviews |

## Images

![Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond - Image 1](https://m.media-amazon.com/images/I/71E60NzqQYL.jpg)

## Customer Reviews

### ⭐⭐⭐⭐⭐ The best book on User Research, ever
*by L***A on February 28, 2013*

I need to ask Amazon how many copies of this book I've ordered over the years, but I guess at least a couple of dozens. I am a professional User Researcher, and I both practice and teach research techniques daily. I marked this book as "the ultimate book on User Research" on my LinkedIn profile, and I stand by my recommendation. If you are a user researcher, a designer, or anyone who is interested in people's behavior and making sense of it, this is a must-have book for a number of reasons: - It opens your eyes to the hidden life of everyday things and everyday people's behavior. You will start noticing things around you that you've never noticed before. - It teaches you the art of observation, how to see things beyond simply looking at them. Even if people-watching has never been your favorite pastime, it may well be now. The book is about shopping, but what you learn applies to observing any human activity. - It's equally educational and entertaining. It's not a text book on user research techniques, and that's why I love it. It reveals to you many useful tips and techniques on doing research, particularly observation, without actually "teaching" or patronizing you in any way. You learn because you are engaged, fascinated and can't wait to turn the page. This is the best learning of all. - It's a mirror. Even if you don't want to learn how to observe others, you'll laugh at noticing your own shopping behaviors you may have never thought about. Stop reading reviews and start reading the book. Honestly.

### ⭐⭐⭐⭐⭐ Excellent content and information
*by J***Y on March 2, 2019*

Amazing book packed with so much information. One thing after another and it’s amazing. I highly recommend this book for anyone who wants to start a business. It should be the standard! He has a fun perspective and it’s a great read. The only thing though he does not account for in his calculations of everything is fat mannequins, multi gender generation and socialism. The book is 2009 and I don’t think he saw that coming :0 Very happy I bought this book!!!

### ⭐⭐⭐⭐ Must Read but...
*by S***3 on November 21, 2012*

I first read the original version of this book years ago and still insist that people working on my teams (for retail clients) read this book as a primer to understanding key elements of the retail buying experience. However, as someone who spends considerable time in the digital world and working with some of the largest retail brands in the world around their digital and omni-channel efforts, I can't help but agree with many of the other reviewers that Mr. Underhill still hasn't realized the seismic shift of how the internet and digital is changing the retail landscape and how people shop. I always chuckled at his comments from the 1999 version about how the Internet would never "seriously challenge real live stores" given we live in a tactile-deprived society who crave touch. But I gave him a pass on this since no one knew for certain what the future held back in those days - I too was in the middle of that bubble too and our firm was heavily involved in both ethnographic research techniques and the digital economy and a lot of people, myself included, got some things wrong. But when I bought the new version recently with, the subtitle of "Revised for the Internet", I was hoping Mr. Underhill would have evolved his point-of-view on the role of the Internet and perhaps taking a mea culpa stance about his mistaken prediction. But he didn't really. The same line is in there (on page 168) with no alteration. And the Chapter on the Internet is woefully lacking. A first year analyst at our firm could provide more insightful observations on the impact of the Internet on today's retail environment and Mr. Underhill seems to be more intent on defending his original statement than offering up an enlightened perspective informed by his obvious expertise in retail and human behavior. Let's look at the fact: while absolute online sales still only represents about 8% of US retail sales, that is still far from just a minor sideshow but one might still argue his point that, at less than 10% of all sales, it is still not seriously threatening physical retail. But Amazon is obviously a major retail power at this point and strikes fear into the heart of almost every traditional retailer in the market except perhaps Wal-Mart. It is the consumers' changing behavior as a result of the Internet and of mobile along with the innovation at places like Amazon, Google, and all across Silicon Valley, that are forcing a re-definition of retailing. Mr. Underhill - the Internet is absolutely causing a seismic shift in retail that cannot be denied. In 2011, according to some research papers, more than half of retail sales were attributed to "Web lnfluenced sales" (the offline purchase was influenced by online research. I think this is overstated in terms of 2011 impact based on some of our research; however, it is more than just a complement - it is a major driving force. Forrester recently predicted that more than $1.6 trillion dollars in retail sales by 2016 will be attributed to cross-channel sales and, when you combine that with direct eCommerce sales, that is again pointing to more than half of the retail activity being directly impacted by the Internet. Let's not forget that e-Commerce sales are growing by 17% per year, far outpacing the rest of retail, but, again, more importantly, the role digital and the Internet play in the overall shopping experience is the radical change in shopping behaviors. It is the integrated, omni-channel experience that is what is transformational for retailers and shoppers today and Mr. Underhill barely scratched the surface on this topic which is was fine in 1999 but not acceptable in 2009. And definitely not now! All retailers are worried about the impact of "Showrooming" but very few (less than 15% by some reports) actually have a strategy to address this coming storm. Go check out thinkwithGoogle (no, I don't work at Google) and you'll stat after stat making this point. For example, nearly 80% of consumers are using smartphones while in the retail store and the list goes on and on. And it is accelerating, largely driven by mobile adoption. Wal-mart believes that 40% of all their online traffic will on smartphone and tablets this holiday season. To avoid beating a dead horse, I will end the critique there. I do think Mr. Underhill has some amazing insight into the science of shopping and it is found, in part, here in this book. And, despite his seemingly blind spot for the role of digital and the Internet and its massive impact on that science, I do still strongly recommend this book. Just be sure to put his perspective into the context of the broader set of research out in the market today that perhaps is not as blinded by what I can only believe is a refusal just to admin "Damn, I was wrong" and move on and apply his valuable insight into the dynamic space that is the evolution of retail. I'd love to see a new updated version with enhanced thinking in that area come out soon before this valuable read goes the way of Blockbuster into oblivion.

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*Product available on Desertcart Tunisia*
*Store origin: TN*
*Last updated: 2026-01-23*