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In shopping mall design, 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 them more susceptible to making impulse buys. It is named after Austrian architect Victor Gruen, who disapproved of such manipulative techniques.[1][2][3]
The Gruen transfer is a psychological phenomenon in which an idealised hyperreality is realized by deliberate reconstruction, providing a sense of safety and calm through exceptional familiarity.[1][2][4]
In a speech in London in 1978, Victor Gruen disavowed shopping mall developments as having "bastardised" his ideas:[5][3] "I refuse to pay alimony for those bastard developments."[6] The psychologists involved in these studies found that the size and appearance of such a shopping center have a special pull effect on customers. The moment a customer enters a mall and is overwhelmed by the size, intentional clutter, and glitz of the mall, he forgets his original goals and becomes susceptible to sales manipulation. He becomes an impulse buyer.[7][8] Supermarkets, for example in the food industry, also use the experience of the Gruen effect to slow things down, to direct attention when placing products, or to confuse the business through frequent remodeling.[9][10]
References in other mediaedit
A television program on Australia's ABC TV network, called The Gruen Transfer, is named after the effect. The program discusses the methods, science and psychology behind advertising.[11]
Shopping malls became very popular from the 1960s on. In many cases, they were the only air-conditioned places in a town. Numerous shopping malls opened using similar design features, and were very popular until the 1990s.[2][13]
Referencesedit
^ abWeiss-Sussex, Godela; Bianchini, Franco, (Editor) (November 30, 2006). Urban Mindscapes of Europe. Amsterdam, New York, NY: Brill Academic Publishers, Rodopi. p. 92. ISBN9789042021044. {{cite book}}: |first2= has generic name (help); |work= ignored (help)CS1 maint: multiple names: authors list (link)
^ abcHardwick, M. Jeffrey (2015-08-18). Mall Maker: Victor Gruen, Architect of an American Dream. University of Pennsylvania Press. ISBN9780812292992.
^ abFrank, Jacqui (December 6, 2016). "There's a psychological phenomenon that explains why you lose track of time in shopping malls" (Video). Business Insider. Retrieved January 19, 2017.
^Malcolm Gladwell, The Terrazzo Jungle, The New Yorker, March 15, 2004, Accessed June 12, 2009.
^Byrnes, Mark. "Victor Gruen Wanted to Make Our Suburbs More Urban. Instead, He Invented the Mall". The Atlantic Cities. The Atlantic Media Company. Retrieved 18 July 2013.
^Katharina Weingartner, Anette Baldauf: The Gruen effect. Victor Gruen and the Shopping Mall. Dokumentarfilm 2012. (Englisch mit deutschen Untertiteln).
^Victor Gruen (Autor), Anette Baldauf (Hrsg.): Shopping Town: Memoiren eines Stadtplaners (1903–1980). Böhlau Verlag, Wien 2014.
^Die Tricks der Supermärkte RPR1Redaktion 25 August 2018. Retrieved 1 September 2022.
^So einfach lassen sich Kunden im Supermarkt manipulieren. Welt, Wissenschaft 27 March 2022. Retrieved 1 September 2022.
^"ABC TV - The Gruen Transfer - FAQ". Australian Broadcasting Corporation. 2008-02-27. Retrieved 2010-07-03.
^"Retailing, Southdale shopping Center was also the first indoor shopping mall". The Economist. December 19, 2007. Retrieved June 12, 2009.(registration required)
gruen, transfer, australian, television, program, gruen, transfer, this, article, appears, contain, large, number, buzzwords, there, might, discussion, about, this, talk, page, please, help, improve, this, article, march, 2023, shopping, mall, design, also, kn. For the Australian television program see The Gruen Transfer This article appears to contain a large number of buzzwords There might be a discussion about this on the talk page Please help improve this article if you can March 2023 In shopping mall design 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 them more susceptible to making impulse buys It is named after Austrian architect Victor Gruen who disapproved of such manipulative techniques 1 2 3 Contents 1 Description 2 References in other media 3 History 4 ReferencesDescription editThe Gruen transfer is a psychological phenomenon in which an idealised hyperreality is realized by deliberate reconstruction providing a sense of safety and calm through exceptional familiarity 1 2 4 In a speech in London in 1978 Victor Gruen disavowed shopping mall developments as having bastardised his ideas 5 3 I refuse to pay alimony for those bastard developments 6 The psychologists involved in these studies found that the size and appearance of such a shopping center have a special pull effect on customers The moment a customer enters a mall and is overwhelmed by the size intentional clutter and glitz of the mall he forgets his original goals and becomes susceptible to sales manipulation He becomes an impulse buyer 7 8 Supermarkets for example in the food industry also use the experience of the Gruen effect to slow things down to direct attention when placing products or to confuse the business through frequent remodeling 9 10 References in other media editA television program on Australia s ABC TV network called The Gruen Transfer is named after the effect The program discusses the methods science and psychology behind advertising 11 History edit nbsp Southdale CenterIn 1952 Dayton Company commissioned Victor Gruen to build the first indoor climate controlled shopping mall Southdale Center 12 in Edina Minnesota 13 Southdale Center held its grand opening in 1956 13 Shopping malls became very popular from the 1960s on In many cases they were the only air conditioned places in a town Numerous shopping malls opened using similar design features and were very popular until the 1990s 2 13 References edit a b Weiss Sussex Godela Bianchini Franco Editor November 30 2006 Urban Mindscapes of Europe Amsterdam New York NY Brill Academic Publishers Rodopi p 92 ISBN 9789042021044 a href Template Cite book html title Template Cite book cite book a first2 has generic name help work ignored help CS1 maint multiple names authors list link a b c Hardwick M Jeffrey 2015 08 18 Mall Maker Victor Gruen Architect of an American Dream University of Pennsylvania Press ISBN 9780812292992 a b Frank Jacqui December 6 2016 There s a psychological phenomenon that explains why you lose track of time in shopping malls Video Business Insider Retrieved January 19 2017 Miles Malcolm Hall Tim Borden Iain 2004 01 01 The City Cultures Reader Psychology Press ISBN 9780415302456 Malcolm Gladwell The Terrazzo Jungle The New Yorker March 15 2004 Accessed June 12 2009 Byrnes Mark Victor Gruen Wanted to Make Our Suburbs More Urban Instead He Invented the Mall The Atlantic Cities The Atlantic Media Company Retrieved 18 July 2013 Katharina Weingartner Anette Baldauf The Gruen effect Victor Gruen and the Shopping Mall Dokumentarfilm 2012 Englisch mit deutschen Untertiteln Victor Gruen Autor Anette Baldauf Hrsg Shopping Town Memoiren eines Stadtplaners 1903 1980 Bohlau Verlag Wien 2014 Die Tricks der Supermarkte RPR1Redaktion 25 August 2018 Retrieved 1 September 2022 So einfach lassen sich Kunden im Supermarkt manipulieren Welt Wissenschaft 27 March 2022 Retrieved 1 September 2022 ABC TV The Gruen Transfer FAQ Australian Broadcasting Corporation 2008 02 27 Retrieved 2010 07 03 Retailing Southdale shopping Center was also the first indoor shopping mall The Economist December 19 2007 Retrieved June 12 2009 registration required a b c Southdale Center mnopedia org MNopedia Retrieved 2016 05 17 nbsp This article about a shopping mall is a stub You can help Wikipedia by expanding it vte nbsp This marketing related article is a stub You can help Wikipedia by expanding it vte Retrieved from https en wikipedia org w index php title Gruen transfer amp oldid 1167903834, wikipedia, wiki, book, books, library,
