I resent IKEA for treating me like a rat in a psychology experiment. And for wasting my time. I want to go immediately to the area I need, and go immediately to the checkout. IKEA prevents this. And they prevent it because they think they can trick me into buying other junk I didn't come there for if only they can expose me to everything else they sell. IKEA is Swedish for trick.
@theknightlynews Sorry to be the one to tell you this, but any business that advertises at all (even a simple display in a shop) is treating you "like a rat in a psychology experiment", but it just so happens that somone has done a presentation about Ikea's methods in particular.
@bennicus sorry to tell you this, but if that were true, every store would be laid out like IKEA, which was the crux of the matter. They aren't. Every store tries, to some extent, to get you to spend money. So what? But the shopper can just turn around and walk out without any confusion and the exit process would take mere seconds. Only IKEA is set up in this unique rat's maze to prevent that.
@theknightlynews@theknightlynews IKEA's shops are the physical embodiment of their brand strategy, so yes, the space definitely helps drive sales, but it's still one part of their overall activity system. Michel Porter writes about this in the paper 'What is Strategy', Nov. 1996 Harvard Business Review
Is it Ikea's fault that people can't control their impulses? Obviously Ikea is benefitting from it, but if you're an adult and can't control yourself well that's your problem. It's rather silly to say it's reeeally hard to navigatge when they have the info stations that have maps, pencils and measuring tapes and exit shortcuts. So the designers purposely confuse you, if you're bothered by it, don't go or get a map. They also have good return policies if you have buyer's remorse.
having worked in IKEA the way they walk is called the "Winding Path". The way you walk is designed to have you buy more items, the trolleys are bigger, the large bins called Billa Billa bins!!!
Great talk, fascinating! I could relate to absolutely everything concerning Ikea haha :) Thing is, even if we know what are the stratagems and how they work, it doesn't matter - they do work anyway. I always shop with a "do I really need this?" in mind, and even so, Ikea's cheap stuff downstairs is very appealing. The contrast between the big stuff (more expensive) upstairs and the small stuff (cheaper) downstairs do contribute to the "I want, I can't have, I buy a small thing instead" process.
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oh cool... the lecture is very well delivered.
lovelplants 2 months ago
I resent IKEA for treating me like a rat in a psychology experiment. And for wasting my time. I want to go immediately to the area I need, and go immediately to the checkout. IKEA prevents this. And they prevent it because they think they can trick me into buying other junk I didn't come there for if only they can expose me to everything else they sell. IKEA is Swedish for trick.
theknightlynews 3 months ago
@theknightlynews Sorry to be the one to tell you this, but any business that advertises at all (even a simple display in a shop) is treating you "like a rat in a psychology experiment", but it just so happens that somone has done a presentation about Ikea's methods in particular.
bennicus 1 month ago
@bennicus sorry to tell you this, but if that were true, every store would be laid out like IKEA, which was the crux of the matter. They aren't. Every store tries, to some extent, to get you to spend money. So what? But the shopper can just turn around and walk out without any confusion and the exit process would take mere seconds. Only IKEA is set up in this unique rat's maze to prevent that.
theknightlynews 1 month ago
@theknightlynews @theknightlynews IKEA's shops are the physical embodiment of their brand strategy, so yes, the space definitely helps drive sales, but it's still one part of their overall activity system. Michel Porter writes about this in the paper 'What is Strategy', Nov. 1996 Harvard Business Review
swedishnitro 1 month ago
Thanks for sharing the lecture. Any comments from your Art History Class would be great
UCLLHL 7 months ago
great lecture, sharing it with a art history class. Thanks
Ladybugpcp 7 months ago
Is it Ikea's fault that people can't control their impulses? Obviously Ikea is benefitting from it, but if you're an adult and can't control yourself well that's your problem. It's rather silly to say it's reeeally hard to navigatge when they have the info stations that have maps, pencils and measuring tapes and exit shortcuts. So the designers purposely confuse you, if you're bothered by it, don't go or get a map. They also have good return policies if you have buyer's remorse.
spazzing 7 months ago
I want to use this video as a reference for an assignment. can you please tell me the exact date of the lecture? pretty pls ;;)
moniniful 9 months ago
@moniniful Great news that you are referencing a UCL Lunch Hour Lecture in your assignment. The date of the lecture was 18 Jan 2011.
UCLLHL 9 months ago
having worked in IKEA the way they walk is called the "Winding Path". The way you walk is designed to have you buy more items, the trolleys are bigger, the large bins called Billa Billa bins!!!
chap6595 10 months ago
Great talk, fascinating! I could relate to absolutely everything concerning Ikea haha :) Thing is, even if we know what are the stratagems and how they work, it doesn't matter - they do work anyway. I always shop with a "do I really need this?" in mind, and even so, Ikea's cheap stuff downstairs is very appealing. The contrast between the big stuff (more expensive) upstairs and the small stuff (cheaper) downstairs do contribute to the "I want, I can't have, I buy a small thing instead" process.
mortadelletube 10 months ago