We've all been there; you go to the store for some milk and come out with chocolates and soda. You probably knew it already, but retail spaces are planned to encourage you to do this. The store is trying its best to look enticing ... welcoming. The items are beautifully displayed and you cannot help but be drawn in ... and then drawn towards something you don't need. This is the 'Gruen Effect' or sometimes called the 'Gruen Transfer'. It's that moment when you walk into a store and the way the store is laid out is so overwhelming that you begin to consume ... mindlessly. Gruen Transfer is so-called after Victor Gruen whose biography explains how he arrived in New York and began drafting blue prints for shops, which was challenging at the time ... in the late 1930s. Because people didn't have money, they wouldn't even go in. Gruen managed to lure people inside by using fantastic window displays. He argued that this would make people consume more, equalling good profits. If people liked being in stores they'd stay there longer.