I complement the claim that consumer surveillance by retail anthropologists is manipulative and unethical. Retail anthropologists are people who study customers' shopping habits. Retailers use surveillance cameras to store and analyze information for the merchant that will help him understand the shopper's needs and design a store layout that will entice customers to return. While it may be manipulative, it is ethical. In a Stanford article, “The Ethics (or Not) of Massive Government Surveillance,” the authors state that “If you have done nothing wrong, you have nothing to fear” (Wu, Chung, Yamat, Richman). they're doing nothing wrong, so they have nothing to fear from surveillance cameras As Burk states in his YouTube video, “retailers can anticipate shoppers' needs and wants, uncover engagement and friction points in the purchasing process and last but not least. at least improve the retail experience and measure shopper response. Overall, their goal is to optimize the shopability of the store.” While some say that retail anthropologists' placement of consumer surveillance cameras during purchases is manipulative, it is actually not unethical because their actions are intended to benefit consumers, benefit manufacturers, and most importantly, Buyers are aware of the surveillance cameras. The manipulation of retail anthropologists and the information acquired from surveillance cameras help improve consumers' shopping experiences. While some people may feel insecure about being watched, the results of such a program help assist consumers by enhancing their enjoyable shopping experiences, with a store layout designed specifically for... by paper...... optimize in-store shopping One day we will have cameras in every store and the shopping experience will be monitored and personalized to consumer needs, just as we get used to other things in life changing around us, soon we will all agree that these options that retailers are adopting without our permission will soon be valuable and we will thank them for such ease. . However, it may not be easy for some people to agree; if they took the time to fully understand the retailer's thinking behind such techniques, they would change their minds. And if they could accept that change, at least they wouldn't feel so betrayed. In these circumstances, consumer observation is a provision to help revive the market with its sales and development. Furthermore, it creates pre-eminent consequences for both the retailer and the customer.