The Gruen Transfer
The Gruen transfer is a psychological phenomenon in which an idealized hyper-reality is realized by deliberate reconstruction, providing a sense of safety and calm through exceptional familiarity.
In shopping mall designing…the Gruen transfer (also known as the Gruen effect) is the moment when consumers enter a shopping mall or store and, surrounded by an intentionally confusing layout, lose track of their original intentions, making consumers more susceptible to make impulse buys. It is named for Austrian architect Victor Gruen, who disavowed such manipulative techniques.
The Gruen Transfer is the few minutes after you walk into a store where the stimulus confuses your brain and hypnotizes you into buying more.
There is always a dark side to marketing advertising and sales … with the intention of luring customers to buy!
Have you experienced this feeling when you buy or go shopping at a mall?
Do share your experiences if any!