In fact, Gruen himself disliked the level of manipulation necessary to create this mental state, and tried to create a shopping mall which did not confuse consumers into buying things they didn't need. However, as others copied his shopping mall concept, he noted that they apparently had fewer scruples, and he decried design decisions which promoted this mental state, earning the dubious privilege of having it named after him as a result.
A number of factors come together to create the Gruen Transfer, with almost all of the senses being stimulated in a classic reaction. The use of specific lighting and sound cues plays a role, as do ambient noise and the spatial arrangements of stores and displays. Even the temperature and humidity can interact with the Gruen Transfer, as can things like mirrors and windows.
Modern mall and store designers are well aware of the phenomenon, and they deliberately create spaces which are designed to trigger this mental state, as many visitors to malls have noticed.
Many malls are deliberately very difficult to navigate, with exits and routes obfuscated so that consumers often wind up back in a store when they mean to be leaving. Your email address will not be published. Save my name, email, and website in this browser for the next time I comment.
Skip to content In shopping mall design, the Gruen Transfer is the exact moment where, in a shopping mall, you lose your direction and start to wander around aimlessly. Empire Avenue — Social Media Mavens unite? Mobile SEO. No related posts. Previous Post Previous post: The power of keyword domains — Still almost nothing, sometimes.
A similar principle is used in Disneyland, where huge attention is paid to creating an undistracted, authentic experience.
How real is the Gruen Transfer? Whilst it clearly has some effect, irrational fears about it can exaggerate its power. We are not programmable automata who are easy to control. In the s when it was first identified and people were assumed to be 'Gruenized', there was a general hysteria about the power of advertising and propaganda. Psychology was in the 'behaviorism' phase where we were considered little more than animals in the way such methods reliably conditioned us.
Confusion principle , Hypnotism. Hardwick, M. Quotes Guest articles Analysis Books Help. More Kindle book s: And the big paperback book. Look inside. Please help and share:. More Kindle book s:.
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