Sylvan Goldman invented the shopping cart and introduced it in his stores in 1937. It was an excellent device that would make it easy for shoppers to buy as much as they wanted without getting tired or seeking others' help. But Goldman discovered that in spite of his repeated advertisements and explanations, he could not persuade his shoppers to use the wheeled carts. Men were reluctant because they thought they would appear weak if they pushed such carts instead of carrying their shopping. Women wouldn‘t touch them because the carts reminded them of baby carriages. It was only a few elderly shoppers who used them. That made the carts even less attractive to the majority of the shoppers. Then Goldman hit upon an idea. He hired several models, men and women, of different ages and asked them to wheel the carts in the store and shop. A young woman employee standing near the entrance told the regular shoppers, ’Look, everyone is using the carts. Why don‘t you?’ That was the turning point. A few shills disguised as regular shoppers easily accomplished what logic, explanations, and advertisements failed to do. Within a few weeks shoppers readily accepted those carts.