How IKEA gets you to impulsively buy more

  • katma 17 Eki 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 TRclips: is a news website that helps you cut through the noise and understand what's really driving the events in the headlines. Check out
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YORUMLAR • 1 579

  • Vox
    Vox  10 aylar önce +581

    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.

    • Zwartebanaan12
      Zwartebanaan12 10 aylar önce

      My old internship dude actually designed ikea like it is now:)

    • Willow williams
      Willow williams 10 aylar önce

      Vox (

    • accesky
      accesky 10 aylar önce +1

      Yay a non racist video!

    • WeTube
      WeTube 10 aylar önce

      One Love

  • Kahealani K
    Kahealani K 17 saatler önce

    I feel so manipulated.....

  • bbygrlpt2
    bbygrlpt2 3 gün önce

    Im from NYC and never been to an Ikea.. theyre just not close enough🤷🏻‍♀️

  • Mynewaccount Isgreat
    Mynewaccount Isgreat 14 gün önce

    Ooh... this is how pewdipie got a lotta

  • hahah im daniel
    hahah im daniel 16 gün önce

    Ikea is literally a maze

  • Scooty789
    Scooty789 23 gün önce

    You get lost in one of those, you get eaten by the time space continuum

  • E EE E E
    E EE E E 24 gün önce +1


  • TheSavageTeddy
    TheSavageTeddy 29 gün önce +1

    yeah and then there's one on online shopping

  • Undergroundkid
    Undergroundkid 29 gün önce

    That's y i over spend at the gucci store

  • Brandon Stennett
    Brandon Stennett Aylar önce

    Hey ,favor could you guys explain the NO BAIL SWEDEN SITUATION ? would help us ASAP.

  • Roman Corey
    Roman Corey Aylar önce

    I just came back from IKEA and I spent more than I should’ve.

  • samdum :0
    samdum :0 Aylar önce

    luckily for me, i apparently live in an ikea desert... the nearest one is about 3 or 4 hours away

  • Calisthenicsnoob
    Calisthenicsnoob Aylar önce

    I buy whats on my list 90% of time. How do i do it

    Self control, and no interest to browse

  • Vageesha Jajur
    Vageesha Jajur 2 aylar önce

    Same happens with ISKON Krishna Temple India: you go to see the God in the top floor. Then you have to go through their merchandises in bottom floors to exit. At the end you actually forget you came to see God and ended up buying so much stuff. LOL.

  • Yahya Farah
    Yahya Farah 2 aylar önce

    is not Hard !!!!!!!

  • Rectangle boi
    Rectangle boi 2 aylar önce +1

    Wow...this just makes me want to hate IKEA

  • Threelly AI
    Threelly AI 2 aylar önce

    Unexptected (,/'_'\.)

  • Herr Hurbig
    Herr Hurbig 2 aylar önce

    So proud of the fact that last time I went to ikea I didn’t buy anything I didn’t plan on buying (besides a juice box)

  • SoulSheIS
    SoulSheIS 3 aylar önce

    How I feel when I visit "Le Targè"...ehmm, Target.

  • Communism is great, Capitalism is evil

    Shopping i based on emotions. Is this the reason that when my wife goes shopping i am bored AF

  • Norwegian Little Tonje Andrea

    3:53 looks just like my local IKEA, but I know it isn’t

  • Wasted Youth
    Wasted Youth 3 aylar önce

    i only go to ikea for meatballs

  • EcoDimension
    EcoDimension 3 aylar önce

    the affordable furniture are made out of particle boards.. they bloat and crumble like cookies after a couple of years

  • Domino Hero
    Domino Hero 4 aylar önce

    At ikea they make you walk through so much furniture to get to the self serve

  • theverticalgiraffe
    theverticalgiraffe 4 aylar önce

    If you want to save money at IKEA, just go straight downstairs. This is coming from a Swedish person.

  • Riri Pari
    Riri Pari 4 aylar önce +1

    I don't even know why I'm here. I haven't been to a IKEA in literal years.

  • Im Gay
    Im Gay 4 aylar önce

    Lol i never been to Ikea

  • gatorred789
    gatorred789 5 aylar önce

    I don't go to Ikea. Ikea's maze gives me major anxiety.

  • Smith Js
    Smith Js 5 aylar önce

    very interesting but for me i just buy what i need. the layout not gonna fool me.

  • Jenn Hamilton
    Jenn Hamilton 6 aylar önce

    Don’t make eye contact with anyone except security cameras, help kiosks, your cashier and the debt machine.

  • BA
    BA 6 aylar önce

    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
    Mimuki 6 aylar önce

    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 6 aylar önce

    I wonder how some countries try so hard in things you wont notice

  • I Am
    I Am 6 aylar önce

    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 6 aylar önce

    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
    ddrgt 7 aylar önce

    Richard La Graauw sounds like a dutch guy

  • Kat O
    Kat O 7 aylar önce

    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 7 aylar önce

    Hey everyone! Go check out my Get ready with me in Ikea!! It’s a quick simple look and the support is always appreciated ❤️❤️

  • Parata567
    Parata567 7 aylar önce

    I only go for meatballs and to sit in all the display rooms.

  • Natasha
    Natasha 7 aylar önce

    I went to Ikea once and I couldn’t find the damn exit.

  • Mikalah Hodge
    Mikalah Hodge 7 aylar önce

    IKEA is a cult

  • Hegemon1984
    Hegemon1984 7 aylar önce +2

    How SCP-3008 gets you to impulsively buy more

    • yopassthefuckinsalt
      yopassthefuckinsalt 4 aylar önce

      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
    César Augusto Ojeda 7 aylar önce

    The meatballs are so good thoooo

  • Alex Landherr
    Alex Landherr 7 aylar önce

    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 7 aylar önce

    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 8 aylar önce

    window shopping? I do that a lot bc I have no money

  • Jade Archer
    Jade Archer 8 aylar önce

    Why does this guy sound like Saul Khan from Khan Academy... I need answers

  • Jeff Shen
    Jeff Shen 8 aylar önce

    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 8 aylar önce

    It actually might be exactly about plants and [veggie] meatballs 😸

  • Elizaveta Uvarova
    Elizaveta Uvarova 8 aylar önce

    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 8 aylar önce

    The meatballs are the best part of IKEA

  • Kat Grantham
    Kat Grantham 8 aylar önce

    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
    Histify 8 aylar önce

    "Think about the last time you went to IKEA"
    "ok, never, now what."

  • The life of a girl
    The life of a girl 8 aylar önce

    If you live in NY
    stew Lenard’s does the same thing

  • Sarah Benjamin
    Sarah Benjamin 8 aylar önce

    Ikea hack - park in loading zone, go through exit and buy your item. In and out in 5 mins

  • Igor Dultsev
    Igor Dultsev 8 aylar önce

    I always plan for Swedish meatballs ;P

  • Felix Ek Ni
    Felix Ek Ni 8 aylar önce

    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 8 aylar önce

    Lol the meatballs

  • Matthew Loewen
    Matthew Loewen 8 aylar önce

    I regret to inform you that, you have been diagnosed with massive GAY.

  • OlafttheGreat1998
    OlafttheGreat1998 8 aylar önce

    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 8 aylar önce +2

    Well hey, IKEA has good products.

  • peer
    peer 8 aylar önce

    Idiot! If you do not have better control over yourself, stay at home.

  • 次のドアから可愛いロリ

    Pull up to IKEA in the Kia Flip phone, Nokia

  • Zaza Ispratami
    Zaza Ispratami 9 aylar önce

    3:21 I was the victim of their bästis 😅

  • G C
    G C 9 aylar önce

    I've never been to Ikea :C

    • Chrnan6710
      Chrnan6710 8 aylar önce

      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.

  • Reenagi 〜
    Reenagi 〜 9 aylar önce

    I once went to ikea and bought a bed, A WHOLE BED I DONT EVEN NEED

  • Squidward Tentacles
    Squidward Tentacles 9 aylar önce

    Losing my mom in ikea is by far the scariest thing ever

  • nico !
    nico ! 9 aylar önce

    lmao that dutch accent

  • Kimi Nakamura
    Kimi Nakamura 9 aylar önce

    I go to Ikea mostly for the meatballs though...

  • ErrantChordier
    ErrantChordier 9 aylar önce

    "How IKEA gets you to impulsively buy more"
    Challenge accepted.

  • Douglas Filipack
    Douglas Filipack 9 aylar önce

    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 9 aylar önce

    I have never been to IKEA before