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/
The Goods by Vox explains what we buy, why we buy it, and why it matters.
Watch the rest of The Goods videos on DE-vid: bit.ly/2PvjHCB
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



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Vox Vor 6 Monate
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 5 Monate
My old internship dude actually designed ikea like it is now:)
Willow williams
Willow williams Vor 6 Monate
Vox (
Jonathan Orenday
Jonathan Orenday Vor 6 Monate
Vox,go home and rest,you're drunk.
accesky Vor 6 Monate
Yay a non racist video!
Sub to pewdiepie Please
Lol i never been to Ikea
gatorred789 Vor Monat
I don't go to Ikea. Ikea's maze gives me major anxiety.
Smith Js
Smith Js Vor Monat
very interesting but for me i just buy what i need. the layout not gonna fool me.
Eureka Vor 2 Monate
IKEA Ad on IKEA Video!
Jenn Hamilton
Jenn Hamilton Vor 2 Monate
Don’t make eye contact with anyone except security cameras, help kiosks, your cashier and the debt machine.
BA Vor 2 Monate
the short-cut doors in ikea are meant to look like 'staff only' doors so youre tricked into looking at everything in the store
its called pop, not soda dammit
I only go to ikea to get frozen meatballs and cheap pop
Mimuki Vor 2 Monate
For ikea, you can just sneak through the cash register line to get in the back. Walking that whole thing takes wayyyyyyy too long.
Vicky Pawar
Vicky Pawar Vor 2 Monate
I wonder how some countries try so hard in things you wont notice
I Am
I Am Vor 2 Monate
lol, all these years I went to Ikea, they have never been manipulate me into impulsive buying because I have mindset. I controls everything I want to buy
Paul B
Paul B Vor 2 Monate
When I worked as a retail bookseller in the second half of the 90s, we were told about the '50% impulse purchase' figure. What that seemed to mean was that the entire UK bookselling industry would have become instantly unviable if all customers had stuck to their intentions when entering the stores. That seemed a pretty flakey basis for a business whose net annual profit was only about 4% at the time. However, it wasn't the case that literally every customer was entering the store for one book and leaving with two. The missing factor was that a minority of customers were actually responsible for most of the 'extra' sales. Display and merchandising were really catering to the customers making lots of inessential purchases, not for the average customer, because those heavy buyers made the difference between profit and loss. Whether we like it or not, the 'retail experience' is optimized for those with lots of money to spend, not the average customer.
ddrgt Vor 3 Monate
Richard La Graauw sounds like a dutch guy
Kat O
Kat O Vor 3 Monate
This is why I don't go to Ikea - I feel like I'm being led through a cattle chute and being in a warehouse that long makes me start to panic.
Natalie Martin
Natalie Martin Vor 3 Monate
Hey everyone! Go check out my Get ready with me in Ikea!! It’s a quick simple look and the support is always appreciated ❤️❤️ de-vid.com/video/video--t6uBSAodjY.html
Parata567 Vor 3 Monate
I only go for meatballs and to sit in all the display rooms.
Natasha Vor 3 Monate
I went to Ikea once and I couldn’t find the damn exit.
Mikalah Hodge
Mikalah Hodge Vor 3 Monate
IKEA is a cult
Hegemon1984 Vor 3 Monate
How SCP-3008 gets you to impulsively buy more
Erick Roldão
Erick Roldão Vor 15 Tage
I immediately remembered a SCP-3008 reading made by Eastside Steve when i saw the video. One of my favorites, along with 294 and 507.
César Augusto Ojeda
The meatballs are so good thoooo
Alex Landherr
Alex Landherr Vor 3 Monate
IKEA also has those little playing corners for children which parents can leave them in, or as I called them “Child prisons”...
friendly911 OS
friendly911 OS Vor 3 Monate
In my case, I use a cool trick that some people can benefit from, and that trick is: I'm poor. Works every time.
Britt Pomales
Britt Pomales Vor 3 Monate
window shopping? I do that a lot bc I have no money
Jade Archer
Jade Archer Vor 3 Monate
Why does this guy sound like Saul Khan from Khan Academy... I need answers
Jeff Shen
Jeff Shen Vor 4 Monate
Ikea just makes me feel good though. It feels like home. I voluntarily and intentionally go through the longest path just because their exhibits are so nice to see.
Rinat Grigori
Rinat Grigori Vor 4 Monate
It actually might be exactly about plants and [veggie] meatballs 😸
Elizaveta Uvarova
Elizaveta Uvarova Vor 4 Monate
Oh I remember how annoyed I was as a child when my mom said “oh let’s pop in the store ‘cause we’re low on bread” and then we got stuck there for hour buying groceries... 🙈🙈
Epic Sax Guy
Epic Sax Guy Vor 4 Monate
The meatballs are the best part of IKEA
the Kat that smiles back cold bitch
On the Internet most people don’t normally speak a verbal response but when I saw this I said “oooh yes tell me” because I’m literally going there in a few days for a desk
Histify Vor 4 Monate
"Think about the last time you went to IKEA" "ok, never, now what."
The life of a girl
The life of a girl Vor 4 Monate
If you live in NY stew Lenard’s does the same thing
Sarah Benjamin
Sarah Benjamin Vor 4 Monate
Ikea hack - park in loading zone, go through exit and buy your item. In and out in 5 mins
Igor Dultsev
Igor Dultsev Vor 4 Monate
I always plan for Swedish meatballs ;P
Felix Ek Ni
Felix Ek Ni Vor 4 Monate
As a Swede living in Barcelona for over two years, me and my Swedish fellas visit Ikea every quarter or so just to have ourself some meatballs and get away from all the tapas and lousy pizza we otherwise eat in this beautiful city.
Matan Baruch
Matan Baruch Vor 4 Monate
Lol the meatballs
Matthew Loewen
Matthew Loewen Vor 4 Monate
Vox, I regret to inform you that, you have been diagnosed with massive GAY.
OlafttheGreat1998 Vor 4 Monate
At least they own up to it. Points for honesty.
Min doesn't give an f Yoongi
I can vouch for this. I went from never having been to Ikea to buying every single piece of furniture I own from Ikea in a week.
Napster2002 . aspx
Napster2002 . aspx Vor 4 Monate
Well hey, IKEA has good products.
peer Vor 4 Monate
Idiot! If you do not have better control over yourself, stay at home.
Mohammed Khaled
Mohammed Khaled Vor 4 Monate
unless you're a man, you just buy what you need and gtfo asap
Pull up to IKEA in the Kia Flip phone, Nokia
Zaza Ispratami
Zaza Ispratami Vor 4 Monate
3:21 I was the victim of their bästis 😅
G C Vor 4 Monate
I've never been to Ikea :C
Chrnan6710 Vor 4 Monate
It looks like somewhere you would go in a dream. The showrooms seem to never end, and there are rooms upon rooms of things you can buy. The self-serve area (for big furniture) is quite the sight to behold. static1.squarespace.com/static/5611cef4e4b0e1ea7532ba21/59376f682994ca05a06d11c4/59376f88f7e0ab4c8c04deed/1496805266055/IMG_9914.JPG
Reenagi 〜
Reenagi 〜 Vor 4 Monate
I once went to ikea and bought a bed, A WHOLE BED I DONT EVEN NEED
Squidward Tentacles
Squidward Tentacles Vor 4 Monate
Losing my mom in ikea is by far the scariest thing ever
nico !
nico ! Vor 4 Monate
lmao that dutch accent
Random gooy
Random gooy Vor 4 Monate
Slant Ikea sell furniture?
Kimi Nakamura
Kimi Nakamura Vor 4 Monate
I go to Ikea mostly for the meatballs though...
ErrantChordier Vor 5 Monate
"How IKEA gets you to impulsively buy more" Challenge accepted.
Douglas Filipack
Douglas Filipack Vor 5 Monate
Is It hard? I simple go and get what I want the faster I can and go back to my home
Иосиф Виссарионович Сталин
I say”IKEA” But some people says”IKEA” I don’t know which is right
Davis Family
Davis Family Vor 5 Monate
I have never been to IKEA before
Andre South
Andre South Vor 5 Monate
bring back borders
Eli Spencer
Eli Spencer Vor 5 Monate
If you want to feel strange, walk through an Ikea backwards. It's strange going against the flow of people
Lv Garcia
Lv Garcia Vor 5 Monate
I spend hours at ikea and I love it!
Irene Duong
Irene Duong Vor 5 Monate
I just got a ikea ad
trapsicle Vor 5 Monate
That’s why I always want that wooden mannequin figure thing
Tanvi Kejriwal
Tanvi Kejriwal Vor 5 Monate
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 Monate
Thats true i just boght a lot of stuff and assembled.
CharlesIsPi Vor 5 Monate
_*not actual size_
Gtox Gaming
Gtox Gaming Vor 5 Monate
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 5 Monate
alfababy Vor 5 Monate
we don't have ikea in south africa............
ittotaq Vor 5 Monate
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 5 Monate
But why is IKEA food so good tho
Marshmallow Pie
Marshmallow Pie Vor 5 Monate
Watching this makes me feel like they're treating us like cattle. I'm deeply uncomfortable.
Dr. Football
Dr. Football Vor 5 Monate
*When the closest IKEA is 100 miles away*
Elon Wong
Elon Wong Vor 5 Monate
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 5 Monate
I com from sweden that is where Ikea is from🤗
Suzy Q
Suzy Q Vor 5 Monate
Richard La Graauw is definitely dutch. 🇳🇱
Mind Over Matter
Mind Over Matter Vor 5 Monate
We must fight Trump he is using these tactics on America.
Nikita Evdokimov
Nikita Evdokimov Vor 5 Monate
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 5 Monate
"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 5 Monate
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 5 Monate
If you are broke, you can't impulsively buy something.
Umberto Fournier
Umberto Fournier Vor 5 Monate
they got us
Sjors Vor 5 Monate
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.
Eli Barr
Eli Barr Vor 5 Monate
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 5 Monate
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 5 Monate
1:41 he sounds dutch. Is he dutch?
kar oma
kar oma Vor 5 Monate
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 5 Monate
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 5 Monate
Is it sad that I’ve never been ti ikea?
Jacobskefoulington Gold
IKEA can have my money
klaii_ Vor 5 Monate
Idky but I feel used
Samuel T
Samuel T Vor 5 Monate
I have gone to IKEA countless times and bought absolutely nothing. IKEA is an inspirational art museum for the simple minded (me).
Habitual Line Stepper
I wouldn't call you simple-minded. More like strong-willed.
Justin Li
Justin Li Vor 5 Monate
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 5 Monate
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 5 Monate
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 5 Monate
How useless youtube videos get you to watch them...
SMURF Vor 5 Monate
likira111 Vor 5 Monate
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 5 Monate
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 5 Monate
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 5 Monate
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 5 Monate
I'm watching this in an amex supported hotel on their damn insecure wifi...
Jacobius Pineconalhotra
Pronunciation or IKEA
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