There has been a huge rise (0) IN the number of sports ‘superstores’ on the High Street. You go in and 1 faced with a giant wall, consisting entirely of shoes, 2 model categorised by either sports affiliation, basketball star, economic class or consumer niche. I noticed a boy in even greater awe 3 the towering selection of footwear than I was. His eyes 4 glazed with a psychophysical response 5 the overwhelming sensory data. This phenomenon, known as the ‘Gruen Transfer’, is commonly observed at a shopping mall or High Street store. Having finished several years of research 6 this exact psychological state, I knew to proceed with caution. I slowly made my way 7 the boy’s side and gently asked him,’ What is going on in your mind right now?’ He responded 8 the slightest hesitation, ‘I don’t know which trainer is me and I’m no good at making choices!’