Gladwell relies a lot for his opinions on the science of shopping on the work of a man named Paco Underhill. He describes in great detail, the act of observing American shoppers as a sociological experiment. He emphasizes that retail is a highly competitive marketplace where store owners battle for the attention of the consumer, and the best way to do this is to follow what people instinctively do. For instance, Underhill tells Gladwell that the area inside the door is the "decompression zone and something he tells his clients...never ever put anything of value in that zone...not shopping baskets" (Gladwell). This is curious since almost every supermarket in the USA puts its shopping carts in this location.
Underhill is also of the opinion that we are "right leaners" and tend to move toward the right. In fact, Gladwell observes in his article that in America, nearly all shoppers turn right after ent
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