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Jargon Watch: Gruen Transfer

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Put simply the Gruen Transfer is when the confusion of a shopping experience sets in wearing down our determination, changing the consumer from a destination shopper on a mission to purchase a particular item and instead turn into an impulse shopper who wanders through the stores.

Gruen Tranfer is named after Victor Gruen who invented the modern shopping complex: the Southdale Mall in Edina, Minnesota. The delicious irony of it all is that the Austrian was a committed socialist in his younger days.

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