How IKEA gets you to impulsively buy more
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- čas přidán 16. 10. 2018
- 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/...
Watch a video from University College London Professor Alan Penn, who breaks down Ms. Kazim’s research in greater detail: • Who enjoys shopping in...
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/episod...
The Goods by Vox explains what we buy, why we buy it, and why it matters.
Watch the rest of The Goods videos on CZcams: 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.
Watch our full video catalog: goo.gl/IZONyE
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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: czcams.com/video/oooVC3zfDc8/video.html _Carlos W.
Now this is what you SHOULD be writing.
IKEA is an acronym, so it is spelt in all caps.
Do a video on credit cards, are they really good for us ?
Vox so complaining about retailers forcing to buy things and sponsoring credit cards of Amex... kind of double standards. 🙄
There's an aussie tv show called Gruen about current ads. It's good stuff
My IKEA shopping lists:
1. Meatballs
@@Johnsonsvideos meat
I only go there for their pink cakes
6.)Foot lettuce
@Joshua Balondo
💀💀💀😂 brOoOoo
also same-
**looks at four 79 cent ikea fake potted plants sitting in corner of room guiltily**
At least you do not have to water them
_Looks at the one dollar plain duck in the corner._
@@frisk4520 but how do you italicize?
Same!
reece q ME RN 😂😂😂
How to stick to shopping list while shopping at ikea:
Step 1: Have a reason to go to ikea.
Step 2: Be poor enough to only be able safely buy the items on your list.
Step 3: Don't take the wife
Step 5: don’t shop at ikea
Step 7: Don’t
Step 8: Do?
Step 9: No.
I have gone to IKEA countless times and bought absolutely nothing. IKEA is an inspirational art museum for the simple minded (me).
I wouldn't call you simple-minded. More like strong-willed.
This is me in every store, I look at all the things I can't afford and go "wow"
Oh yes
I always enter Ikea thinking it is a stroll trough a gallery at an art exhibition 😆
I don't have money for forniture or museums so that's my solution! LoL
for my friend's bday, we adventured through ikea, played hide and seek, and consumed meatballs. 10/10 quality experience
Unless you know how to use the secret shortcut doors
@@mahmoudg2380 they are everywhere.
that's interesting, in Poland shortcuts aren't secret, there are signs and they're printed on shop map brochure
Look Dad, No Hands Pro-refugee feminists
Yea
@@mahmoudg2380 they are marked in my local store in the US
IKEA stores are like a *labyrinth of shopping.*
Sometimes I just went there as an adventure to discover the fastest way to the exit :-)
That's the problem its one way in and one way out
Lol. I hear ya
And i always lose at this game, by the end of every adventure my feet are aching
How old are you
I do the same, i like walking around and looking around then i have lunch and avoid the lower levels where the marketplace is
It's easier to stick to a shopping list when you're poor or low on money.
B. M. Truth
Too tempting; must get that American Express
Yesterday I went into target to get trash bags I went in got the bags and checked out. I’m a level 500 shopper; these tricks don’t work on me. I’m like a ninja.
Bayardo A Rugama
What a waste of gas and air quality
No you’re a straight male, you ain’t special
My cousin and I got only eggs from Costco and went home.
Dude that is amazing! If I went to target to get trash bags I would buy a Kit Kat no matter what
Sounds sinister.....next you were off to Home Depot for a shovel and several rolls of duct tape. 😂😂
In short: For the customers to exit out of the store, they have to go through the whole of the store.
And mostly not to issue a revisiting for soon decission attentionally and emotionally.. tiring, confusing (I think..) at the end though..
@@mikrofonlarkralarnacevapla1838 I did not get you.
@@Ali-lm7uw
I mean they'd just be reluctant to get to that place again.. because of almost being forced to visit parts of the store they did not need to or whis of or ready for.. just for at least we have chronometers in our brains that operate and loss of time is a negative point in these type of issues along with useless effort!
Yeah, also the fact that you have already seen the store A-Z makes it boring to visit again.
Or you enter through the exit, grab the flat packs you need, go to the checkout, pay & bounce✌🏾
IKEA is the place where even if you buy a map, you have to assemble it
Yeh I thought it was a bit much when I sat down for some meatballs and they served me a tub of raw mince with cooking instructions.
Map not included
Capitalism is all about extracting as much wealth from consumers and workers as possible. Middle class people buying stuff from Ikea though is probably one of the most benign manifestations of capitalist waste in society. Our healthcare and housing for profit system are the ones that affect the masses the most.
@@mikoparolanto this is a joke right
@@bcmly How is it a joke?
"It probably wasn't ... a plate of meatballs"
Apparently, you haven't met my family.
Kyle Olson right? and the hot dogs 😋
HAHA me and my friend go for a day out with the express intention of getting meatballs!
THE ONLY THING I'VE EVER BOUGHT THERE.
Half the fun of an Ikea trip is the café!
Kyle Olson Agreed!! The plate of meatballs is at least 50% of the reason my family goes!!
And this is why everyone feels exhausted visiting IKEA.
I don't buy things which are not necessary cause I'm broke!😅
same
Most broke people are broke because they buy things that are not necessary.
@@Jeff-bd4gg because farm equipment isnt necveseary right
That's probably a lie
@@vik8126 thats your problem i spend money on chicken food and clearly you dont understand
It's probably the fact that you have been stuck in the IKEA for 3 weeks and has eaten nothing but sofas.
Austin Natan rofl
Austin Natan why not meatballs
Nocturni good point. Why didnt him breakout from store tho , ;)
Sounds like my dog
Oof
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... 🙈🙈
ha ha, joke's on you! I make sure I leave my wallet every time I go to Ikea!
*stands outside Ikea with a sign: will assemble for food*
That ain’t a bad idea, setup a will assemble for $$$ stand outside the store, if they don’t like it turn it into a girls scout stand and switch signs when they’re not looking
"Presented by American Express". Now that's ironic.
Very
and... it wouldnt have been possible without man. GTFOH
Interesting video as usual Vox, but the irony of needing the American Express Pay It Plan It sponsor is not lost on me.
Jkdabomb10A oh my god I wasn’t alone
I don't get it
Is misusing irony a form of irony in and of itself?
@@wavedash- Damn
i got that one too and i was a bit shook
you can't get me to buy anything if i have no money
"Sponsored by American Express"
Ikea gives me feelings of excitement, happiness, anxiety, self-loathing and guilt all at the same time🤯
The problem is easy to resolve: You make your shopping list along with a spending limit.
If you have shopped everything you need and there are still money left, then walk another round to buy anything else you might like to buy until you have reached the spend list.
This satisfied my mental requirement every single time.
Or check online, and just bring cash.
I have the Ikea app, so I make a list of what I need and I only buy what I have on the list and sometimes I skip things on the list, but I don't buy more, I might add items to the list while picking items, but that will be for next time, so I can find out if I really need that item
Or just bring cash
Rui Ni it’s easy for me cause I’m broke
Not easy in the us , were tax isn't shown in most places
I'm studying Persuasive Design and the example that my teacher gave for the 7 principles of PD was IKEA, because they actually adopt all of them. This was very interesting
I was at IKEA a few weeks ago. It was my first time in one of their shops. My initial reaction was how dangerous the layout would be were there a need for a swift evacuation of customers.
There are emergency exits and shortcuts everywhere
Possibly. If so, there weren’t any signs for them.
How is it so hard to stick to a shopping list
*Looks at empty bank account*
It’s pretty easy actually
Aroused and excited customers? Oh my!
Your profile picture fits perfectly
Get your mind out of the gutter
O w O
Furry
+dakota Joseph OMG HOW DID YOU KNOW
I remember going to IKEA for the first time alone.
First time I went to IKEA, I looked for the exit and never found it.
After about 10 minutes of coming back to the art section, i started wondering if I was going mad or why no one looked as lost as I was.
"Think about the last time you went to IKEA"
"ok, never, now what."
same
IKEA are very good at getting you to buy a lot of little cheap things, as well as the big expensive thing you've gone for.
And those cheap stuff adds up
but those cheap things are really good... I love the simplicity of them!
I actually tend to visit stores with nothing in mind except, “let me walk around get ideas and see what I may need or use”. 95% of the time I leave with... nothing. Go figure.
I’m literally going to do that right now 😂
The only thing I remember in IKEA is a restaurant that serves meatballs and a small grocery store that sells cinnamon rolls.
Same
This is definitely true. The other day, I went to IKEA for some meatballs, and I ended up remodeling my living room.
I went to IKEA for meatballs and that's exactly what I left with.....and a couch.
Another trick shops often use is to actually use a certain fragrance that smells appealing to you (like meatballs) just to trigger hunger in you. The disturbing thing is that it is not the actual food that smells good, it is the fragrance!
My tricks are to never go to a shop hungry because then I will buy everything I see, and to not look around when you are going from one item on the list to another (if you are crossing the shop). They are so good at distracting you!
Quick Fix - Thought Provoking Videos Resist that urge to not buy any food, even though the smell is so strong and delicious.
Just bring a sandwich or something with you when you go out. Duh.
Sounds like good advice until you actually try it and see how the logic fails. When hungry and going grocery shopping you will probably have more impulse purchases. On the other hand, going grocery shopping when you aren't hungry and still full does the opposite of shopping hungry. The result is less food purchased because you were full and then you realize that you didn't buy enough food.
@[PANTY-DROPPER] THE-TETRA-PRO-GAMER If you don't know the baseline amount of food you need when you go grocery shopping, you've pretty much failed as an adult lol.
@@anonmouse6337 who tf casually caries a sandwich on them
I love how the sponsor message at the end is dramatically clearer and easier to listen to than the entire voice-over for this video!
My mans green phased through the shelf at 2:27
He know the secret doors
IKEA: I Kan't Escape, Aaagh!
Joseph Faulkner LOL 😂😂😂 good one. This is what IKEA stands for.
Hahaha I’m laughing
Push this man to the top
Loliloool
*Mission:* Follow the arrows to complete the adventure.
Like how a grocery store had the deli section at the entrance. And keep stuff weirdly spread out to get you going down as many aisles as possible.
Milk, bread and eggs are farthest from exit. That's deliberate.
@@movienerd202 Cooking oils are in one aisle and all the other cooking ingredients are in another. Don't even get me started on how distributors pay for better displays, leading to like items not kept together.
i've only seen walmart with an entrance deli, others have it in the back
well, girls in my country go to ikea, to sit on the shelves and take selfies
@@05videos6 hol up India has IKEA?
@@05videos6 hold on I was going to comment the same thing 😭✋
Watching this makes me feel like they're treating us like cattle. I'm deeply uncomfortable.
Welcome to capitalism, where your only value is the money you’re worth.
that's how every corporation sees you. (us.)
now you are awake!
@@tincruz1988 ummmm
i love ikea
You all tell me this after I just spent 700 dollars on them yesterday LMFAO irony
Strider Hiryu hiryu toriyama?
literally same
I spent around 7k.... Even tho it was for a kitchen, i didnt buy anything else.
SAMEEEE xD
where's the irony? I think you mean a coincidence.
Hang on. Stores try to sell you things? Get out of here...
Lies
😂.. duh 🙄
hnyflvr r/woooosh
People make there own decisions, so stores like this don't try to sell us things all they do is supply we make the decision whether we need it or not.
I don't like Shopping that much, but i LOVE Ikea so much. What is more Beautiful than making your home more Beautiful?
Ah yeah, it's so much more beautiful when it's much, much more beautiful
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!
Who immediately heard his Dutch accent (Richard La Graauw, the bald guy) and thought, he's definitely Dutch.
I hear his *Dutch* accent and immediately thought "this guy must be from Zimbabwe"
Really? I thought he was Chinese. La Graauw is very common Chinese name.
Am I the only one who thinks it sounds soo sexy!?
You will never ever meet a Dutch person who actually likes his Dutch accent while speaking English.
@@rongdong3244 hahaha, I know that feeling, I'm German and I think German accents are THE WORST, I cringe every time hearing it, but his accent I think sounds really nice 😄
I never thought I had problems with claustrophobia until I visited IKEA, it may induce most people to shop until they find the exit, I just wanted the exit and to never return.
We would like more videos like these! They guide us by providing perspective in influential parts of our daily lives
You make a list and go to the store
But when you’re inside, you’re buying more
Unplanned buying galore
Your list of items becomes a bore
Just use cash when buying. that way you are limited to buying what exactly on your shopping list and hopefully not to impulse purchase.
That's actually a really smart idea
I only go to IKEA for their vanilla ice cream candles 😂 they smell so good
Eliza Peek and that’s funny because....???
@@martinc.720 its funny because she just go there for vanilla ice cream candles o.n.l.y
I don’t go to ikea anymore, I guess it’s a phase everyone goes through in life, mine is over and I’m happy 😊
Maybe because you have bought all you need and usually the furniture last for quite long
This is interesting cause I'd say IKEA is the only store where I don't impulse buy - in fact, it's probably the only shop I can go to and not buy anything at all and still feel pretty satisfied with my trip
When you're broke af.. you stick to the list!😅
I go to IKEA for the meatballs, doesn't everyone?
Nope, I don't. I always eat high quality food.
@@captaintomato7523 like tomatoes
@@captaintomato7523 the American ones must be worse than the European
Meatballs and lingonberry juice - the lifeblood of every IKEA branch.
High quality, like McDonalds?
My shopping list is never meant to be definitive. It is there to remind me of the must-buy things.
It’s not hard if you’re broke, just tempting
That's what I really hate about Ikea. The only time I went I wanted one thing and instead of being able to get it and go, I had to go through the entire maze which was a big waste of my time.
Yeah it's quite annoying, even with the shortcuts. The only time it's quick is when the item is in the market hall / self service area coz that's right before the checkouts.
Very interesting video! I’ve always wondered about this. Thanks VOX!
Actually my last trip to Ikea was pretty successful. I kept my head down and bought only what I needed. I was even able to keep my mum in check. She picked up a bunch of things we didn't need and i'd secretly put them back when she wasn't looking. :D I probably looked very strange, though. The whole way throught the store I was mumbling to myself "they're manipulating you they're manipulating you, be strong be strong, they're the devil they're the devil," and such. ha ha!!
The early versions of the IKEA maze had a minotaur to drive sales of items that could be used as improvised weapons. During those times standing lamps and knives were the most common impulse purchases.
Ikea maze-like pattern doesn’t work on me, I go there almost everyday that I’ve memorized all the shortcuts and staff passages.
But they still tricked you into going everyday
u still go there everyday so they still win 😂
You work there, dude?
I love IKEA. I like the path through the store. I like the modern style. I saw the picture of the roof covered in solar PV panels (Round Rock, TX location) and love that IKEA shares my values about the environment. Sadly, I haven't been to an IKEA in over 5 years because I live on the south side of Houston now and would have to drive an hour to the nearest one. And, I don't really need anything. But I would love to just walk through the store and take a break for some meatballs.
Absolutely true, I once went to my local IKEA, We only went for taking a look, we left with some stuffed animals, a plant pot, a Ceramic Cup, s as a some food at the end of the place, That’s one of my many reasons I Love IKEA
Interestingly in Hong Kong, due to the heat at times in the year, people spend their whole weekends (or at least almost a full afternoon) at IKEA because of their air con, and that it takes years to get around, that too.
duh?
This might work for Ikea, and I've noticed it in our local variations in South Africa, but I'd avoid like the plague any grocery store with this layout.
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. 😂😂
1:35 When I'm excited and aroused I don't go shopping
Tell us something we don’t already know Vox hahaha
I didn't know why Ikea did this, though, so this is neat
do you?
Lol
They build something you'd get lost in !!!
@Amelia Carneiro Zhu at least you will have company 😂
Iluminati confirmed
I love Ikea, but my boyfriend seems to catch this strange "I'm bored, I wanna go home!"-affliction every time we enter the carpet department...
This meant a lot to me, please do more like this.
Blah blah blah, you can’t stop me from eating ikea Swedish meatballs 😍
yeah man those Swede balls are great in our mouths! :D
I once made a facebook event where we all played hide and go seek in an ikea... didn't go so well...
Thanks for the additional links. Vox always got the coolest stuff
I have never been to an IKEA and this video just made it all the more enticing to me
Am I the only one who goes to Ikea for the meatballs?
Nope!
You’re not the only one!!!
Dollar Tree is my shopping vice. 🧤🎨🎁👀💸
i really really love these kind of videos. Keep improving!
A genuinely interesting video, thanks for uploading.
i have no self control in any stores lmao. so i’m not sure if the problem are the stores, or me.
Monica lmaoo
Defintely the stores
Or both
Or neither
Well, considering you have no self control, the problem could probably be yours, Monica. Although the stores could be involved to a certain extent.
the problem is capitalism
I was at the European Ikea just yesterday and even though it was not a weekend (weekends are full of people) there were quite a few people. In this video it doesn't seem that the American IKEA has as many visits as in Europe, am I wrong?
AX System honestly, I’d say no. Even in Canada, we don’t have too many Ikeas. However, when they first came here it was a huge craze and everyone was lining up for them, but now it’s kind of just a regular store only for some people. I personally don’t like it because it’s way too big (it’s a literal maze) and it’s so easy to get lost, it aggravates me just trying to find something.
AX System The IKEAs in my area get a really good amount of customers. They probably filmed this when it was closed I’m guessing.
Which working adult has time to go to IKEA for hour long shopping in the weekdays? I'm not American, but it seems like only Europeans have spare time in the day to shop
As a Turkish person very close to a Ikea store people generally see it as a middle class weekend destination.
In the Netherlands we have 2 days of Easter and Christmas, and on the second day of Easter and Christmas everyone goes to the IKEA lol. But even during normal weekends a lot of people go to the IKEA.
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.
You know what I do at IKEA? I steal as many pencils as I can without getting caught.
So I went in the store for the first time five days ago and I'm still here, where's the exit😭
How to avoid buying things you didn't come in for........and at the end is a credit card pitch that you didn't click this video for.
Its buying things you don't need actually and that pitchin a way is our price for watching that video which is also voluntary.
Finding shortcuts in IKEA is such an invaluable skill.
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~
And off course I got an Ikea ad before this video, (worst part is that I'm not even joking)
*It's a Giant Maze*
Now this is a good series
Well, I was meant to watch one video then do some homework and reading, but now I’ve watched 10
I don't even have an Ikea anywhere near me why the f am I watching this.
When you dont have money this isnt a problem
Can we appreciate how clean and good looking everything always looks and smells in IKEA?
AFTER WATCHING THIS VIDEO, I DEFINITELY WON'T BE FOOLED BY YOUR TRICKS, RETAILER.
That guy sounds so Dutch.
echt he :P
the only way to avoid it it’s to just go with the money for that one thing :P
AndroidB and leave your credit cards at home
The longer I’m in a store the less I buy. I’ll pick something out and then when looking for other stuff I’ll decide I don’t want the items I was going to buy and put them back. Also, if there a long lines I tend to buy less. It just gives me more time to rationalize why I don’t need things.
Ngl, I go Ikea coz of the smell of their furniture. Especially when you reach to the end to grab your boxed furniture, the smell is always the best part for me.