Gruen transfer
From Wikipedia, the free encyclopedia
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). Recently, the Gruen transfer has been popularised by Douglas Rushkoff.
[edit] Description
The consumer's decision-making consciousness is enhanced by cognitive psychology and neuroadaptational evolutionary influences. Purchases are made which traditionally are associated with high return on investment and portfolio diversification. Spatial awareness is thought to play a key role as does ambient sound and music. The effect is marked by a slower walking pace and glazed eyes.
[edit] References in other media
A television program on Australia's ABC1 Network, titled The Gruen Transfer discusses the methods, science and psychology behind advertising. Their website has a glossary which gives the following definition (which might be easier for non-marketers to understand) : "Named for Victor Gruen, who designed the very first shopping mall. 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."
