Gruen transfer

Gruen transfer

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.

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.

References in other media

A television program on Australia's ABC1 Network, titled "The Gruen Transfer" discusses the methods, science and psychology behind advertising.

External links

* [http://www.abc.net.au/tv/gruentransfer/default.htm Gruen Transfer website]
*http://www.ibiblio.org/nmediac/winter2002/mind.html
*http://www.pbs.org/wgbh/pages/frontline/shows/cool/rushkoff/brand.html


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