In the article “The Science of Shopping” by Malcolm Gladwell is explains how store can manipulate customers into buying more items. Paco Underhill has spent many years watching people shop and how to manipulate the design of the store. One theory Paco has come up with, is that you should never have your store near a bank. People usually walk by a bank rather fast, since there is nothing to look at. The person that is walking will most likely not slowdown in time to see you store. This idea is also referred to as the “Decompression Zone”, which means that when people are walking down the street or into a store they are at a walking speed and it takes some time to slow down to a shopper‘s pace. So basically, the very beginning of the store most people do not take in what‘s there because they are walking to fast. Another idea Paco has is that people are more likely to shop from the right side of the aisle after the decompression zone. Another piece of advice Paco would give to a store is that you should not have narrow aisles in the areas where women would shop because of the “brush-butt theory“. The “brush-butt theory” means that a woman is bumped or brushed on the butt while looking at something then she will walk away and not buy that item. The atmosphere of the store should be relaxing and not stressful. If a customer is stressed out when shopping they are less likely to buy. The sales clerk is there to try and sell more items but to still give the customer space to look and shop. So, they should be there to help but to not tell someone what to buy like back twenty plus years ago. However, in the end Paco must keep watching customers since people change and do not like to be tricked into buying items.