Gruen Effect (also known as the Gruen Transfer). They end up forgetting why they went to the store in the first place, which leads to more impulse buys. Additionally, customers become absorbed in this novel experience and lose sight of time.
Victor Gruen, an Austrian architect, is honored with the effect’s name. He spent his formative years exploring Vienna’s cafes and public areas. Gruen sought to reproduce the communal ambiance of these public spaces when he eventually moved to America.
He came up with the idea of the contemporary mall. Although it didn’t eradicate suburban isolation the way he had hoped, it did encourage additional purchases. When customers enter a store and are bombarded with sensations, Gruen found that this alters the way they think. They disregard the purpose of their visit and instead view the store as an amusing experience. Customers end up spending more money than they intended to because they want to enjoy the moment.
as in Ikea