miércoles, 24 de marzo de 2010

The 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.

How does it happen:
It starts the moment when a consumer enters a shopping mall, and, surrounded by an intentionally confusing layout, loses track of their original intentions.
Spatial awareness of their surroundings play a key role, as does the surrounding sound and music. The effect of the transfer is marked by a slower walking pace and glazed eyes.

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

"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."

I'm hooked on the show!
The show is creative, fun and very revealing.

check it out http://www.abc.net.au/tv/gruentransfer/theshow.htm

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