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This theory is about women shoppers are far less likely to make a purchase if they are "brushed" from behind --by a person, a display table, or a piece of merchandise. Underhill did not give too many explanations about the terms. His results are all based on his observations of thousands of video. Furthermore, he claims that it’s very important to let potential customs feel engaged in the stores. For example, the author refers to the cases of GAP and Banana Republic. The reason for they putting their clothes on big wooden tables is that tables indicate welcoming. People eat and get food from the table; therefore they have more sense of picking up some clothes from
