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Gruen Effect or Gruen Transfer, Either Way You’re Getting It at the Mall

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You know that feeling when you walk into a shopping mall and are so overwhelmed by all the distractions you lose track of what you came there for? That’s the Gruen Transfer or Gruen Effect, named for Victor Gruen, the architect who designed the first suburban open-air shopping center in the United States. Naming expert Nancy Friedman writes about this and other matters of onomastics and branding on her Substack, Fritinancy. This is part of a complete episode.

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