Gruen-Transfer

The Gruen Transfer is a after the builder of the first shopping mall, Victor Gruen, named effect of the confusion that can be found with tourists shopping centers.

Definition

In 1956 the first covered, two-story shopping mall in the city Southdale is built (near Minneapolis ), it provided the perfect opportunity to look at the purchasing behavior of customers and analyze. The psychologists involved in these investigations found that the size and appearance of such a shopping center have a particular effect on the customers. In the moment in which a customer walks into a shopping mall and is overwhelmed by the size of the intended complexity and the splendor of the shopping center, he forgets his original goals and is susceptible to manipulation sale. He becomes the impulse buyers.

Features

• Absentee views
• Slower walking speed
• Reduced resistance to manipulation

Application

In the construction of shopping centers and casinos will try to elicit the effect described by the shopping center is represented as a closed world as possible in the life runs within its own time. The separation of the shopping time of the real time example, by complete roofing of the building and use of artificial light generated at each time the same ambient brightness. The selective use of music and background noise also contributes to the Gruen Transfer.

According to the findings, that this construction of a shopping center in some people can cause claustrophobic fears, you will now have to make buildings to be provided with glass roofs and more open. To create one's own time, artificial light is used, which compensates for the evening no daylight. Other methods of disorientation of the visitors are also used, for example, an ever- repeating design of individual shops or little clear building plans.

By Gruen Transfer visitors are susceptible to further manipulation with the fundamental goals that make them last longer inside the shopping mall and sell more goods.