The flip side of this is that making a store harder/slower to navigate makes it more frustrating. Classic examples would be escalators: They can be arranged in

The flip side of this is that making a store harder/slower to navigate makes it more frustrating. Classic examples would be escalators: They can be arranged in an alternating pattern so you can enter the next "up" escalator as you exit one, or to make you walk around the escalator tower before you can take the next one. Or, in a particularly frustrating mall, scattered randomly throughout the building (different locations on each floor) so you also have to search for it first. This definitely makes the customer see more of the product/mall... but especially these extreme forms also make the customer (subconsciously or consciously) hate the place and avoid it in the future. I've noticed malls and department stores ease up on these kind of tactics over the past decades, probably because they realized this effect. Which also makes me wonder: The amount a customer that enters ends up buying is likely easily measured, while the long-term effect on customer attraction/retention is much harder to measure. So it may be one of the many situations where the thing that is easily measurable gets attention while neglecting a possibly more important, but harder to measure thing. Is there a term for that effect?