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
    Watch our full video catalog:
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YORUMLAR • 1 608

  • Vox
    Vox  5 aylar önce +556

    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.

  • gatorred789
    gatorred789 Gün önce

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

  • Smith Js
    Smith Js 5 gün önce

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

  • Eureka
    Eureka Aylar önce +1

    IKEA Ad on IKEA Video!

  • Jenn Hamilton
    Jenn Hamilton Aylar önce

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

  • BA
    BA 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 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 Aylar önce

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

  • I Am
    I Am 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 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 2 aylar önce

    Richard La Graauw sounds like a dutch guy

  • Kat O
    Kat O 2 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 2 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 2 aylar önce

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

  • Natasha
    Natasha 2 aylar önce

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

  • Mikalah Hodge
    Mikalah Hodge 2 aylar önce

    IKEA is a cult

  • Hegemon1984
    Hegemon1984 2 aylar önce

    How SCP-3008 gets you to impulsively buy more

  • César Augusto Ojeda
    César Augusto Ojeda 2 aylar önce

    The meatballs are so good thoooo

  • Alex Landherr
    Alex Landherr 2 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 2 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 2 aylar önce

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

  • Jade Archer
    Jade Archer 2 aylar önce

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

  • Jeff Shen
    Jeff Shen 3 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 3 aylar önce

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

  • Elizaveta Uvarova
    Elizaveta Uvarova 3 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 3 aylar önce

    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
    Histify 3 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 3 aylar önce

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

  • Sarah Benjamin
    Sarah Benjamin 3 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 3 aylar önce

    I always plan for Swedish meatballs ;P

  • Felix Ek Ni
    Felix Ek Ni 3 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 3 aylar önce

    Lol the meatballs

  • Matthew Loewen
    Matthew Loewen 3 aylar önce

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

  • OlafttheGreat1998
    OlafttheGreat1998 3 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 3 aylar önce +1

    Well hey, IKEA has good products.

  • peer
    peer 3 aylar önce

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

  • Mohammed Khaled
    Mohammed Khaled 3 aylar önce

    unless you're a man, you just buy what you need and gtfo asap

  • 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 3 aylar önce

    3:21 I was the victim of their bästis 😅

  • G C
    G C 3 aylar önce

    I've never been to Ikea :C

    • Chrnan6710
      Chrnan6710 3 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 〜 3 aylar önce

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

  • Squidward Tentacles
    Squidward Tentacles 3 aylar önce

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

  • nico !
    nico ! 3 aylar önce

    lmao that dutch accent

  • Random gooy
    Random gooy 3 aylar önce

    Slant Ikea sell furniture?

  • Kimi Nakamura
    Kimi Nakamura 3 aylar önce

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

  • ErrantChordier
    ErrantChordier 4 aylar önce

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

  • Douglas Filipack
    Douglas Filipack 4 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 4 aylar önce

    I have never been to IKEA before

  • Andre South
    Andre South 4 aylar önce

    bring back borders

  • Eli Spencer
    Eli Spencer 4 aylar önce

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

  • Chris Crum
    Chris Crum 4 aylar önce +1

    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. It's in proportion not a big problem. I'm TOO falsely advertised! 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

  • Lv Garcia
    Lv Garcia 4 aylar önce

    I spend hours at ikea and I love it!

  • Yooge Smol_bean
    Yooge Smol_bean 4 aylar önce

    I just got a ikea ad

  • trapsicle
    trapsicle 4 aylar önce

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

  • Tanvi Kejriwal
    Tanvi Kejriwal 4 aylar önce +4

    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 4 aylar önce

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

  • CharlesIsPi
    CharlesIsPi 4 aylar önce

    _*not actual size_

  • Gtox Gaming
    Gtox Gaming 4 aylar önce

    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
    SuelyPio 4 aylar önce

    The answer is: THE MEATBALLS IN THE END.


  • alfababy
    alfababy 4 aylar önce

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

  • ittotaq
    ittotaq 4 aylar önce

    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 4 aylar önce +1

    But why is IKEA food so good tho

  • Marshmallow Pie
    Marshmallow Pie 4 aylar önce

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

  • Dr. Football
    Dr. Football 4 aylar önce +1

    *When the closest IKEA is 100 miles away*

  • Elon Wong
    Elon Wong 4 aylar önce +2

    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 4 aylar önce

    I com from sweden that is where Ikea is from🤗

  • Suzy Q
    Suzy Q 4 aylar önce

    Richard La Graauw is definitely dutch. 🇳🇱

  • Nate P. Coco
    Nate P. Coco 4 aylar önce +1

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

  • Nikita Evdokimov
    Nikita Evdokimov 4 aylar önce

    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
    RaymondHng 4 aylar önce

    "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
    RaymondHng 4 aylar önce

    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 4 aylar önce

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

  • Umberto Fournier
    Umberto Fournier 4 aylar önce

    they got us

  • Sjors
    Sjors 4 aylar önce

    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 4 aylar önce


  • OneHumanity OnePlanet
    OneHumanity OnePlanet 4 aylar önce +1

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

  • MrPolandball
    MrPolandball 4 aylar önce +16

    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 4 aylar önce

    1:41 he sounds dutch. Is he dutch?

  • kar oma
    kar oma 4 aylar önce

    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 4 aylar önce

    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 4 aylar önce

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

  • Jacobskefoulington Gold
    Jacobskefoulington Gold 4 aylar önce

    IKEA can have my money

  • klaii_
    klaii_ 4 aylar önce

    Idky but I feel used

  • Samuel T
    Samuel T 4 aylar önce +29

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

  • Justin Li
    Justin Li 4 aylar önce

    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 4 aylar önce

    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
    wino0000006 4 aylar önce

    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
    Pipster 4 aylar önce

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

    SMURF 4 aylar önce


  • likira111
    likira111 4 aylar önce

    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 4 aylar önce

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

  • Jakub Żurawski
    Jakub Żurawski 4 aylar önce

    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 4 aylar önce

    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
    DerParadonym 4 aylar önce

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

  • Jacobius Pineconalhotra
    Jacobius Pineconalhotra 4 aylar önce

    Pronunciation or IKEA