How IKEA gets you to impulsively buy more

čas přidán 17. 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:
Watch a video from University College London Professor Alan Penn, who breaks down Ms. Kazim’s research in greater detail:
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:
The Goods by Vox explains what we buy, why we buy it, and why it matters.
Watch the rest of The Goods videos on CS-tv: is a news website that helps you cut through the noise and understand what's really driving the events in the headlines. Check out
Watch our full video catalog:
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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: _Carlos W.

  • Is It hard? I simple go and get what I want the faster I can and go back to my home

  • I say”IKEA” But some people says”IKEA” I don’t know which is right

  • I have never been to IKEA before

  • bring back borders

  • If you want to feel strange, walk through an Ikea backwards. It's strange going against the flow of people

  • World, 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 the Cop Cam. CC C 3. I don't like the police. I don't sign for advertising of me. I'm advertised in 4 out of 5 t.v. video-clip type advertisements! Get an idea!!!! There's only enough space in jail for the very worst people

  • I spend hours at ikea and I love it!

  • I just got a ikea ad

  • That’s why I always want that wooden mannequin figure thing

  • 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. 😂😂

  • Thats true i just boght a lot of stuff and assembled.

  • _*not actual size_

  • 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.


  • we don't have ikea in south africa............

  • I mighjt have the opposite of the gruen effect. The longer I hold an item the more i want to put it down.

  • But why is IKEA food so good tho

  • Watching this makes me feel like they're treating us like cattle. I'm deeply uncomfortable.

  • *When the closest IKEA is 100 miles away*

  • 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~

  • I com from sweden that is where Ikea is from🤗

  • Richard La Graauw is definitely dutch. 🇳🇱

  • We must fight Trump he is using these tactics on America.

  • 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.

  • "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."

  • 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.

  • If you are broke, you can't impulsively buy something.

  • they got us

  • 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.

  • Carlos!

  • I don't like Shopping that much, but i LOVE Ikea so much. What is more Beautiful than making your home more Beautiful?

  • The only thing I remember in IKEA is a restaurant that serves meatballs and a small grocery store that sells cinnamon rolls.

  • 1:41 he sounds dutch. Is he dutch?

  • so we are all being manipulated again

  • 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

  • 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

  • Is it sad that I’ve never been ti ikea?

  • IKEA can have my money

  • Idky but I feel used

  • I have gone to IKEA countless times and bought absolutely nothing. IKEA is an inspirational art museum for the simple minded (me).

  • 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.

  • 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.

  • 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.

  • How useless youtube videos get you to watch them...


  • What if you go shopping to see if tere is anything interesting? I did that recently when making a birthday wshlist.

  • I have nothing from IKEA. It's too low quality. Life is too short to buy so low quality items .

  • 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..

  • One drawback to IKEAs lay out I know many many people with anxiety including myself that find IKEAs layouts Couse panic attacks.

  • I m 40, i bought one IKEA lamp in my life. Their model is now finish as they didn't go cheaper.

  • I'm watching this in an amex supported hotel on their damn insecure wifi...

  • Pronunciation or IKEA

  • SCP-3008

  • Me finally finding the shortcut in Ikea: ah yes Capitalism at last I have won !

  • 1:35 When I'm excited and aroused I don't go shopping

  • what? I mostly go to Ikea for the meatballs. I don't need a new couch every weekend!

  • I wonder if an IKEA sign comes with extra parts

  • 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.

  • overpriced and not good quality if cheaper.

  • It's really not that hard. Just resist your impulse forever.

  • I tried to skip the intro because I thought it was an ad...

  • 3:53 oh sweet more radiation added to our shopping experience

  • 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.

  • One time I literally went into IKEA just for a butcher knife and it took me 20 minutes to get in and out. 🙄

  • 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.

  • "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.

  • I love Swedish women

  • 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?

  • 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.

  • 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.

  • not even a single reference to Fight Club... very disappointed

  • 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

  • IKEA is evil even their Catalogue is an Eviled book. I can't resist myself.

  • 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.

  • Consume consume consume, why? Never ask that question.

  • Jokes on you. I like wasting my money at IKEA.

  • 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.

  • atomic energy

  • 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.)

  • Not even mad about it

  • So we’re going to critique consumerism for 5 minutes and then advertise credit cards? Really Vox?

  • We don't have Ikeae here .

  • This is definitely ikea in Philadelphia

  • Im to poor to impulse buy

  • I wanna go to an IKEA soooooo bad!

  • None of this works for me. I guess it’s one Beni for of having Aspergers.

  • Me and fam go to ikea just for meatballs xD straight to the shortcut into the MEATBALLS!!!

  • females have no chance

  • 4:18 is literally me whenever I give an advice... no hard feelings.

  • 20% are due to needs and logic 80% are due to emotions Me: 100% buy everything that i can reach

  • And here I thought I had freewill.

  • I got an IKEA ad on this video

  • Never been there... Never will... Did not watch her video

  • I dont think i ever been to a ikea

  • who else from IKEA in dallas tx

  • Ikea. The ultimate test of a relationship.

  • IKEA college park baby

  • I! Dig! This! Shit!!!!! Aaaa this video makes me so happy bc I love learning about this

  • 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!