How IKEA gets you to impulsively buy more

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IKEA has mastered the “Gruen effect.”
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Researchers estimate that 50 percent of purchases are unplanned. These purchases, especially impulse buys, present an opportunity for retailers who can entice consumers to deviate from their shopping lists.
One of the most effective ways to influence this is through a store’s architecture. In the 20th century, the architect Victor Gruen, who pioneered the first American shopping malls, used light and space to dramatically stage goods in storefront windows. His designs were meant to capture the attention of passersby - and convert them into customers. This conversion became known as the “Gruen effect.”
Watch the video above to learn how Ikea has mastered the Gruen effect with a carefully designed store layout that gets customers to travel further distances… and buy more.
For the curious, here are a few links:
Read Jeffrey Inman’s research on unplanned spending: www.advancingretail.org/sites/default/files/resources/The-Effect-of-In-Store-Travel-Distance-on-Unplanned-Spending.pdf
Watch a video from University College London Professor Alan Penn, who breaks down Ms. Kazim’s research in greater detail: de-vid.com/video/video-NkePRXxH9D4.html
And finally, I recommend reading Victor Gruen’s biography, “Mallmaker” by Jeffrey Hardwick. You can also learn more by listening to this 99% Invisible podcast episode that features Hardwick and details the history of the Gruen effect: 99percentinvisible.org/episode/the-gruen-effect/
Vox.com is a news website that helps you cut through the noise and understand what's really driving the events in the headlines. Check out www.vox.com.
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17 Okt 2018

retailIKEAVox.comvoxexplainexplainerconsumer psychologyimpulse purchasesgruen effectthe goodsthe goods by voxthe goods seriesthe goods series voxvictor gruenikea mazeikea traprichard la graauwfarah kazimunplanned purchasesimpulse shoppingshoppingshopping listPOPAIJeffrey Inmanwindow shoppingretail architectureikea showroomlost in ikeaconsumer spendingikea architecturepersuasive designarchitecture



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Vox Vor 28 Tage
Victor Gruen's early work was prolific. Some consider his indoor shopping mall the greatest building design of the 20th century. You can learn about the mall's history as a social space, and why Gruen ultimately turned against his grand vision in this video: de-vid.com/video/video-oooVC3zfDc8.html _Carlos W.
Zwartebanaan12 Vor 22 Tage
My old internship dude actually designed ikea like it is now:)
Willow williams
Willow williams Vor 25 Tage
Vox (
Jonathan Orenday
Jonathan Orenday Vor 25 Tage
Vox,go home and rest,you're drunk.
accesky Vor 26 Tage
Yay a non racist video!
Eli Spencer
Eli Spencer Vor 23 Stunden
If you want to feel strange, walk through an Ikea backwards. It's strange going against the flow of people
Chris Crum
Chris Crum Vor Tag
Someone deleted my message here and I don't know when it happened. I'm sorry about the time that I wrote here! I want my idea of Emergency Camera Phones (ECP) to start 5 years from now instead. Where at least everyone in the U.S. has two ECP's. There's only enough space in jail for the very worst people
Lv Garcia
Lv Garcia Vor 2 Tage
I spend hours at ikea and I love it!
Irene BTSxTWICE Vor 3 Tage
I just got a ikea ad
boofgaude Vor 3 Tage
That’s why I always want that wooden mannequin figure thing
Tanvi Kejriwal
Tanvi Kejriwal Vor 4 Tage
I tend to put a lot of stuff in my cart implusively but, one way in which I prevent impluse purchases is by looking at my cart and thinking 'do I need all these things?' once before lining up for the cashier. I always take so much stuff out at the end. 😂😂
unboxing theboxx
unboxing theboxx Vor 5 Tage
Thats true i just boght a lot of stuff and assembled.
CharlesIsPi Vor 7 Tage
_*not actual size_
Gtox Gaming
Gtox Gaming Vor 8 Tage
Whatever layout they or any other store might use to distract ain't gonna work on Asians. They just know what to get and what to ignore at stores and Buffets.
SuelyPio Vor 8 Tage
alfababy Vor 9 Tage
we don't have ikea in south africa............
ittotaq Vor 9 Tage
I mighjt have the opposite of the gruen effect. The longer I hold an item the more i want to put it down.
Ella noelle
Ella noelle Vor 10 Tage
But why is IKEA food so good tho
Marshmallow Pie
Marshmallow Pie Vor 11 Tage
Watching this makes me feel like they're treating us like cattle. I'm deeply uncomfortable.
Dr. Football
Dr. Football Vor 11 Tage
*When the closest IKEA is 100 miles away*
Elon Wong
Elon Wong Vor 12 Tage
Every time I went to Ikea for just 4 some meatballs, but everysingle time I come with with some kind of a lighting device/phone stand and other product. Ikea, you got me~
Iceyy E3
Iceyy E3 Vor 12 Tage
I com from sweden that is where Ikea is from🤗
Suzy Q
Suzy Q Vor 13 Tage
Richard La Graauw is definitely dutch. 🇳🇱
Nate P. Coco
Nate P. Coco Vor 13 Tage
We must fight Trump he is using these tactics on America.
Nikita Evdokimov
Nikita Evdokimov Vor 15 Tage
Thanks for another amazing series and this particular episode! P.S. You can`t buy more than you need if you don`t have money 😅 One of the suggestions to save and not buy impulsively - check online store prices and take the exact same amount of cash which you are going to use.
RaymondHng Vor 15 Tage
"Hi, I am not a professional actress. I am a real person like yourself. I'm not here to sell you a product but to give you some good consumer advice. Some of us when confronted with a choice of material goods act a little like junkies. If yo a're the type of person who goes to the market for a quart of milk and a loaf of bread and comes back with a Teflon tea kettle, a popcorn popper, a gym suit, toothpicks, pot holders, a mop, and some bean dip, chances are you are an impulse buyer...especially if you got these items and forgot the milk and bread. It's nothing to be ashamed of but something to be concerned about. I know. I was an impulse shopper the worst kind. I would buy anything on the shelf at eye level. I would even buy day-old and fresh bread the same day. Then we have to hurry and eat the day-old break while it was still semi-soft. That meant the fresh bread was two days old before we got to it. I was just not using good sense. Like the time I bought a box of Pampers. Our son Billy was six years old and had been house broke more than a year. When my husband question the purchase I had to think quickly. I said was I was pregnant. Luckily, it slipped his mind and it never came up again. But it was a close call. Remember, impulse buying is a bad habit. It can break you if you don't break it."
RaymondHng Vor 15 Tage
I know a friend who starts to salivate and her face lights up whenever you mention IKEA to her. So I tell everyone her G-spot is at IKEA.
Awang Budiman
Awang Budiman Vor 15 Tage
If you are broke, you can't impulsively buy something.
Umberto Fournier
Umberto Fournier Vor 15 Tage
they got us
Sjors Vor 16 Tage
Funny how you warn against the retailers floor plans and at the same time advertise for creditcards, which exacerbate spending for people that can't afford it.
Elijah Barr
Elijah Barr Vor 16 Tage
Carlos Waters
Carlos Waters Vor 14 Tage
Eli!!! thanks for watching dude!
OneHumanity OnePlanet
I don't like Shopping that much, but i LOVE Ikea so much. What is more Beautiful than making your home more Beautiful?
MrPolandball Vor 17 Tage
The only thing I remember in IKEA is a restaurant that serves meatballs and a small grocery store that sells cinnamon rolls.
leonie kamara
leonie kamara Vor 17 Tage
1:41 he sounds dutch. Is he dutch?
Honesty Works
Honesty Works Vor 17 Tage
so we are all being manipulated again
kar oma
kar oma Vor 17 Tage
I've never understood the appeal of buying things that are cheap, fake, everyone in the world have it... Like, the silverware dryer can with the holes, I'm pretty sure everyone had the picture flash in their heads, the plane white dishes, the wine cups, the beer mugs, everyone who went to IKEA has those, and those are the same all over the world... What I'm saying is, ikea is boring
Nayo Torres
Nayo Torres Vor 18 Tage
It's really not hard to stick to a shopping list when you're a Mr. Krabs cheapo like me. I like the feeling of saving better than spending
Elly Brady
Elly Brady Vor 18 Tage
Is it sad that I’ve never been ti ikea?
Jacobskefoulington Gold
IKEA can have my money
VenusMars Vor 18 Tage
Idky but I feel used
Samuel T
Samuel T Vor 18 Tage
I have gone to IKEA countless times and bought absolutely nothing. IKEA is an inspirational art museum for the simple minded (me).
Justin Li
Justin Li Vor 18 Tage
People are responsible for their own money. Impulsive buyers will be punished by their own impulsive buying behaviours. I guess it’s evolution at work.
Edvin Kokojev
Edvin Kokojev Vor 18 Tage
There are so many retail tricks, such as putting milk as far away as possible so you have to go through all other aisles to get there.
wino0000006 Vor 19 Tage
1. I hate shops like IKEA where you can't go straight were you want - thus I don't shop there. 2. If I really need something from IKEA - I will check it on-line and go through cashier desks straight to storage area.
Pipster Vor 19 Tage
How useless youtube videos get you to watch them...
SMURF Vor 19 Tage
likira111 Vor 20 Tage
What if you go shopping to see if tere is anything interesting? I did that recently when making a birthday wshlist.
CS-GO Cheaters
CS-GO Cheaters Vor 20 Tage
I have nothing from IKEA. It's too low quality. Life is too short to buy so low quality items .
Jakub Żurawski
Jakub Żurawski Vor 20 Tage
Wait "Why is it hard to stick to a shopping list" ? It is much easier to stick to it than endure going through Ikea. I never could understand why people tolerate being forced through a maze like lab rats..
Patrick Baranowski
Patrick Baranowski Vor 20 Tage
One drawback to IKEAs lay out I know many many people with anxiety including myself that find IKEAs layouts Couse panic attacks.
Monsieur Urgent Destinataire
I m 40, i bought one IKEA lamp in my life. Their model is now finish as they didn't go cheaper.
DerParadonym Vor 20 Tage
I'm watching this in an amex supported hotel on their damn insecure wifi...
Aarian Malhotra
Aarian Malhotra Vor 21 Tag
Pronunciation or IKEA
Extys Vor 21 Tag
R -
R - Vor 21 Tag
Me finally finding the shortcut in Ikea: ah yes Capitalism at last I have won !
KK Foto
KK Foto Vor 21 Tag
1:35 When I'm excited and aroused I don't go shopping
Jay Camargo
Jay Camargo Vor 21 Tag
what? I mostly go to Ikea for the meatballs. I don't need a new couch every weekend!
Lenin Ade
Lenin Ade Vor 21 Tag
I wonder if an IKEA sign comes with extra parts
Ae Ke
Ae Ke Vor 21 Tag
How can there be pride in this when it is nothing more than controlling you and deviating you from your thoughts. Evil weapons of consumerism.
Najeeb Puthiyallam
overpriced and not good quality if cheaper.
Captain stark
Captain stark Vor 21 Tag
It's really not that hard. Just resist your impulse forever.
npigwnl Vor 21 Tag
I tried to skip the intro because I thought it was an ad...
felipe hernandez
felipe hernandez Vor 21 Tag
3:53 oh sweet more radiation added to our shopping experience
Oh no it's marshie
Watching this makes me wanna go to Ikea and look at all the furniture I can't buy and dream about how my dream house would lool.
Frenchie Horn
Frenchie Horn Vor 21 Tag
One time I literally went into IKEA just for a butcher knife and it took me 20 minutes to get in and out. 🙄
Sophiesticated Vor 21 Tag
Ikea is not a grocery store, you go there to get furniture and accessories for your house, it's an experience, of course you're going to see something you like even if you didn't plan to buy it but guess what YOU DON'T HAVE TO GET IT. sometimes it's just the idea, the inspiration that you need.
Slow-wipe Vor 21 Tag
"using technology" basically just using kind words to describe using your data to manipulate you into what they then know you'll more likely to buy.
Chris Facts
Chris Facts Vor 21 Tag
I love Swedish women
Joel Ashworth
Joel Ashworth Vor 22 Tage
Why doesn't it bother people more that we are endlessly manipulated to buy things we don't need and spend money we don't have?
myra961 Vor 22 Tage
i've went to ikea too many times that their psychological bullshit dont work on me and my family anymore. sure we buy stuff from ikea, but if it can last us for the past 10 years(ie wardrobe,dinner table,bookcases etc), pretty sure aint buying a new one. plus its not good for the emvironment.
S Muis
S Muis Vor 22 Tage
The customer journey is much more sophisticated than stated in this clip. We connect to emotions means when you make a buying decision you temporarily get the thinking capacity of a 15 year old and we can sell you anything. The small items are at the end of the store. We make you pick your own products and make you wait in line so you get the feeling your not paying to much. (there is never to much personal at the end). But to alter your emotion and give it a happy ending memory, you can buy some cheap food and drinks after paying for your stuf. And those are still the obvious things. If you really want to explain the customer journey from an Ikea, 5 minutes wont be sufficient.
PorcupineMenhaden Vor 22 Tage
not even a single reference to Fight Club... very disappointed
Savage 84
Savage 84 Vor 22 Tage
i don’t buy what’s not necessary you know why? because am broke asf bruv, i just came to buy a two foot carpet and a one person seat
Pasta Pasty Pastu
Pasta Pasty Pastu Vor 22 Tage
IKEA is evil even their Catalogue is an Eviled book. I can't resist myself.
Pau Gironès
Pau Gironès Vor 22 Tage
The last 3 times I went to IKEA I didn't buy anything. I just like to wander around the expositions and day-dream about what I could have at home. Also trying out sofas and chairs.
Xeno Phon
Xeno Phon Vor 22 Tage
Consume consume consume, why? Never ask that question.
Christine Riutzel
Christine Riutzel Vor 22 Tage
Jokes on you. I like wasting my money at IKEA.
AppleiReviewer Vor 22 Tage
I hate people, especially people that don’t care about their jobs at big box stores that sell shitty items at (seemingly) low prices. I buy online because shipping is free, these locations help me less than online descriptions, and I have to drive there to get upset about traffic, unskilled labourers, and the time it takes to find something on my list. So yeah you go to stores if you have time to kill and money to waste... instead you buy online if you like saving, getting higher quality, and saving your time.
Chad Schrader
Chad Schrader Vor 22 Tage
atomic energy
melope Vor 22 Tage
If I see something like Ikea or trying surströming in the title I go like: OM*G THEY KNOW WE EXIST!!!!!!! (Cuz I’m Swedish duh.)
Amy Vor 22 Tage
Not even mad about it
Anya VerKamp
Anya VerKamp Vor 23 Tage
So we’re going to critique consumerism for 5 minutes and then advertise credit cards? Really Vox?
Y2Kvids Vor 23 Tage
We don't have Ikeae here .
patrick dwyer
patrick dwyer Vor 23 Tage
This is definitely ikea in Philadelphia
A Salty Fry
A Salty Fry Vor 23 Tage
Im to poor to impulse buy
Rhoda Dinkley
Rhoda Dinkley Vor 23 Tage
I wanna go to an IKEA soooooo bad!
G7130 Vor 23 Tage
None of this works for me. I guess it’s one Beni for of having Aspergers.
Asri Lestari
Asri Lestari Vor 23 Tage
Me and fam go to ikea just for meatballs xD straight to the shortcut into the MEATBALLS!!!
sexy korean girl
sexy korean girl Vor 23 Tage
females have no chance
Amr Talaat
Amr Talaat Vor 23 Tage
4:18 is literally me whenever I give an advice... no hard feelings.
TaeTrasheu dustbin
TaeTrasheu dustbin Vor 23 Tage
20% are due to needs and logic 80% are due to emotions Me: 100% buy everything that i can reach
Onion Sandwich
Onion Sandwich Vor 23 Tage
And here I thought I had freewill.
Bleachy y
Bleachy y Vor 23 Tage
I got an IKEA ad on this video
Never been there... Never will... Did not watch her video
Stephen Sherman
Stephen Sherman Vor 23 Tage
I dont think i ever been to a ikea
Big Smoke
Big Smoke Vor 23 Tage
who else from IKEA in dallas tx
jaimiest Vor 23 Tage
Ikea. The ultimate test of a relationship.
Cort McElroy
Cort McElroy Vor 23 Tage
IKEA college park baby
Alabaster1223 Vor 23 Tage
I! Dig! This! Shit!!!!! Aaaa this video makes me so happy bc I love learning about this
Scriptminer Vor 23 Tage
I've always enjoyed going to IKEA, because it's just so different to other shops - there is definitely a huge amount of attention to detail in layout and design!
Kai Loki
Kai Loki Vor 23 Tage
My boyfriend and I swear we're going to buy something every time we go to IKEA... And we do... Once we pass the checkouts and go to the bistro 😂 Pizza and Ligonberry juice all day... And the new veggie dog is absoteluy DELICIOUS!!!!!!!
Dairith Borquez
Dairith Borquez Vor 24 Tage
One time I spend three hours at ikea and I only went to buy a shelf. Successful on buying only what I went for. But still spend three hours
Amadeus Nathan Lim
Amadeus Nathan Lim Vor 24 Tage
IKEA is the place to get some free pencil
Kipple 1998
Kipple 1998 Vor 24 Tage
:20 not hard at all, called being responsible
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