An empirical investigation of "buying" is presented in order to demonstrate the potential contribution of phenomenological research methods in consumer psychology. The methods used illustrate the principles delineated by Giorgi . Raw data is presented with an invitation for readers to carry out their own analyses in order to compare different researchers' results and procedures. One Individual Psychological Structure and one General Psychological Structure of "buying" are presented. The findings highlight the meanings of such essential constituents as temporality, desire, cognition, (...) social relations, the buying act, and ownership. (shrink)