The Gruen transfer, also known as the Gruen effect, refers to the moment when consumers enter a shopping mall or store and, due to the intentionally confusing layout, lose track of their original intentions and become more susceptible to impulse buying. This concept is utilized in various structures and environments designed to maximize consumer spending. These include:

• The layout of shopping malls often encourages wandering by having few straight paths and many curves, creating a sense of discovery and encouraging shoppers to explore more stores than they originally intended.

• Stores like IKEA use a winding path that leads customers through different sections, increasing the likelihood that they will see more products and make unplanned purchases.

• Supermarkets are designed with specific product placements, such as essential items like milk and bread placed at the back of the store, so customers have to walk past numerous other items, increasing the chances of impulse buys.

• Casinos use similar principles by creating maze-like layouts without clocks or windows, disorienting patrons and encouraging them to spend more time (and money) inside.

• Theme parks, such as those designed by Disney, often use winding pathways and immersive environments to encourage exploration and increase spending on food, souvenirs, and other attractions.

This effect is named after Gruen because of his pioneering work in designing the first enclosed shopping malls, which were specifically intended to create a pleasant and engaging shopping experience.