Ever wondered why you keep buying your eyeshadow at that one store, even when there are plenty of other places in your area that have it? Or why you can't stand that one electronics display? Ask Paco Underhill. His Why We Buy ($10) is an intriguing description of what stores have to do (or should do but don't) to get you spending money. Read and learn. (It focuses more on brick-and-mortar stores than on online shopping, but we're okay with that. We have our secrets.)
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