Thomas DaviesProfessor MorrisonEnglish 10018thMarch 2018Argument EssayThe article by Malcolm Gladwell, “ The Science of shopping” explains the study of shoppers and customers. Paco Underhill researched the certain techniques that retailers use to attract their customers and how they increase their customer sales. He would videotape and analyze the tapes of the customers shopping, while taking notes of their trends and any other observations he could find. He had come to various different conclusions, his main three were; invariant right which American would keep to the right side of the store, Decompression Zone is when consumers don 't notice the area inside the door of a store, Petting would be customers that who liked to handle merchandises. Afterlooking through the videos of Underhill’s theories, Gladwell explained that it was a great advantage to see the experience that these customers have while shopping. I am definitely against the statement or claim that the surveillance of consumers is unethical.One reason why the surveillance of consumers is not manipulative and also unethical is because it is primarily used to observe the shoppers habits. This surveillance watches the way these shoppers choose and purchase items, also where the customers directly look first. It gives businesses knowledge and information on the shopping habits and trends which can help them market their products more effectively which can increase sales resulting in more profits. Underhill