From installing cameras to controlling your cell phone’s signals, supermarket marketers have found innumerable ways to track, map and analyze the way we move while shopping. The result of their analysis: Stores are now divided into two types of areas. “Hot” areas are the most transited ones (entrances, main aisles), and overpriced items are usually placed here. “Cold” areas (often in the back of the store) are where you will usually find what you were looking for. Products placed in special locations such as at the beginning and end of aisles will trick your brain into thinking their prices have been lowered. Most of the time, they haven’t.