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In those first few meters — the decompression zone — they are adjusting: to the light, the temperature, the sound, the change of pace from the street. They are not yet shopping. And this is all covered in neuroscience. The practical consequence is counterintuitive: anything placed in that zone can be perceived either as a regulator of the nervous system or as a treat. Signage goes unread, displays go unnoticed, baskets go untaken. Underhill's teams observed shoppers walking straight past carefully built promotional displays positioned just inside the entrance the merchandise might as well not exist. The professional approach is to keep this zone free for circulation and treat it as atmosphere rather than salesfloor. The floor itself can work as a visual welcome - a pattern, a material change, even the brand mark - creating interest without demanding a decision the customer is not yet ready to make. 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