This book appeals in particular to individuals who are interested in marketing, human behavior research, and also to anyone who does a lot of shopping. I happen to belong to all three of these categories and really enjoyed reading this book. I read the book for a research paper about the social psychology of business. It was a pretty easy and fast read and as a female who loves shopping, I was very impressed with Underhill's insights into how women want to experience shopping, for example, that mirrors get women to stay in stores longer and thus buy more things! As a psychology student, it changed the way I thought about research methodology and the kinds of human behaviors that can be studied outside of the lab. The only problem I have with the book is that some of his examples are a bit dated and his chapter about online shopping (and why it will never work) should be updated, since clearly this is not true.