In retail, the psychological effect that encourages impulse buying is called âGruen transferâ.
When you go to the supermarket to buy that one thing but leave with a whole bag full of stuff, youâve fallen victim to the psychological phenomenon called âGruen transferâ â named after Austrian architect Victor Gruen. Malls and stores use intentionally confusing or dazzling layouts and designs to make customers lose track of their original intentions, making them more susceptible to impulse buys.