The five myths of shopping

YOU think you know how you shop.

You think you’re conscious of the decisions you make in the 28 minutes and 30 seconds you spend, on average, navigating the aisles of your local supermarket.

You’re not. Because when you grab that trolley, you turn into a hungry hamster in a laboratory maze filled with rewards and obstacles — and only the men in the white coats know what you’re really thinking.