Imagine this scenario: you’re standing in line at your favorite store with your purchases in one hand and your wallet in the other. As the line starts to move, you notice a product on display beside the register. The bold packaging and convenience draw you in. It’s not something you need, but the price is right, so you begin to consider the idea. For the rest of your time in line, you toy with the notion of buying it until, at the last possible minute, you add it to your purchase.