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Shoppers typically make a decision in seven seconds, says Wait. "The shopper is who you want to make sure you're understanding and how it translates into what the retailer is trying to accomplish." For example, in the case of food shopping, the consumer is at the end of the line, but it is the shopper who will buy for the consumer. This is the person Waite is trying to reach. "What is the shopper looking for versus the consumer," he asks. "How do you want to make sure you touch the shopper?