Gruen Transfer

gruen

In shopping mall design, the Gruen transfer refers to the moment when consumers respond to ‘scripted disorientation’ cues in the environment. It is named for Austrian architect Victor Gruen (who disavowed such manipulative techniques). Shopping mall entrances have intentionally confusing layouts, intended to cause shoppers to lose track of their original intentions. Spatial awareness of their surroundings plays a key role, as does the surrounding sound and music. The effect of the transfer is marked by a slower walking pace and glazed eyes.

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