Tuesday, July 3, 2012

Gruen transfer

In shopping mall design, the Gruen transfer is the moment when a consumer enters a shopping mall and, surrounded by an intentionally confusing layout, loses track of their original intentions. It is named for Austrian architect Victor Gruen (who disavowed such manipulative techniques). The term describes that split second when the mall's intentionally confusing layout makes our eyes glaze and our jaws slacken... the moment when we forget what we came for and become impulse buyers."
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