The Gruen transfer, also known as the Gruen effect, is a psychological phenomenon in shopping malls where consumers become disoriented by intentional confusing layouts, leading to impulse buying. Named after architect Victor Gruen, who opposed such manipulative tactics. The idea was initially realized in Southdale Center in 1956, the first indoor shopping mall in Edina, Minnesota. The concept of the Gruen effect has been used by supermarkets and is discussed in Australia’s ABC TV show, The Gruen Transfer, focusing on the psychology behind advertising methods. The unique phenomenon has been both popular and controversial since its introduction in the 1950s to the 1990s.
https://en.wikipedia.org/wiki/Gruen_transfer