A certain amount of what Underhill talks about in his book, which is really "primer" on the behavior of the shopper, has to do with the visual effects of signage, product placement, and perceived comfort.
The apple store is no exception. The store itself is meant to be an advertisement, to convey a message about the innovative nature of the company from ipod to istore. The apple store shows up on web pages everywhere as a marketing technique, and I thought it was interesting to note the link which showed the "photoshopped" image of the San Francisco store versus the actual site conditions.
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