Choice architecture is the way choices are presented. This is seen in the photo with all the small grab-able items (e.g. chewing gum, bags of sweets, fizzy drinks – all demerit goods) being located right by the counter. This means that consumers have to walk and queue past the goods, nudging them to make an impulse buy of the demerit goods. Another example is seen in the photo with the children’s toys being located on the bottom shelf. This has been done in the hope that a small child will see and grab the toy whilst the parents/ guardian is buying their shopping. The parents will then be more likely to buy the child the toy due to its close proximity to the counter making quickly adding it to the shop very easy. Finally big bright stickers, with the price written on grabs the consumers attention making them more likely to pick it up and buy it (e.g. on the coke bottles). They are also more likely to buy all these goods as they are at a small price relative to what the consumers are already willing and able to buy.