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 • 1 579

  • Vox
    Vox  Aylar önce +514

    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.

  • Иосиф Виссарионович Сталин

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

  • Davis Family
    Davis Family Gün önce

    I have never been to IKEA before

  • Andre South
    Andre South 2 gün önce

    bring back borders

  • Eli Spencer
    Eli Spencer 3 gün 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 gün 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. 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 5 gün önce

    I spend hours at ikea and I love it!

  • Irene BTSxTWICE
    Irene BTSxTWICE 5 gün önce

    I just got a ikea ad

  • boofgaude
    boofgaude 6 gün önce

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

  • Tanvi Kejriwal
    Tanvi Kejriwal 7 gün önce +1

    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 8 gün önce

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

  • CharlesIsPi
    CharlesIsPi 10 gün önce

    _*not actual size_

  • Gtox Gaming
    Gtox Gaming 11 gün 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 11 gün önce

    The answer is: THE MEATBALLS IN THE END.


  • alfababy
    alfababy 12 gün önce

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

  • ittotaq
    ittotaq 12 gün 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 13 gün önce +1

    But why is IKEA food so good tho

  • Marshmallow Pie
    Marshmallow Pie 14 gün önce

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

  • Dr. Football
    Dr. Football 14 gün önce +1

    *When the closest IKEA is 100 miles away*

  • Elon Wong
    Elon Wong 15 gün önce +1

    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 15 gün önce

    I com from sweden that is where Ikea is from🤗

  • Suzy Q
    Suzy Q 16 gün önce

    Richard La Graauw is definitely dutch. 🇳🇱

  • Nate P. Coco
    Nate P. Coco 16 gün önce +1

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

  • Nikita Evdokimov
    Nikita Evdokimov 18 gün 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 18 gün 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 18 gün 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 18 gün önce

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

  • Umberto Fournier
    Umberto Fournier 18 gün önce

    they got us

  • Sjors
    Sjors 19 gün 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.

  • Elijah Barr
    Elijah Barr 19 gün önce


  • OneHumanity OnePlanet
    OneHumanity OnePlanet 20 gün 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 20 gün önce +11

    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 20 gün önce

    1:41 he sounds dutch. Is he dutch?

  • Honesty Works
    Honesty Works 20 gün önce

    so we are all being manipulated again

  • kar oma
    kar oma 20 gün 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 20 gün 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 21 gün önce

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

  • Jacobskefoulington Gold
    Jacobskefoulington Gold 21 gün önce

    IKEA can have my money

  • VenusMars
    VenusMars 21 gün önce

    Idky but I feel used

  • Samuel T
    Samuel T 21 gün önce +3

    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 21 gün 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 21 gün 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 22 gün 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 22 gün önce

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

    SMURF 22 gün önce


  • likira111
    likira111 23 gün 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 23 gün 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 23 gün 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 23 gün 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 23 gün önce

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

  • Aarian Malhotra
    Aarian Malhotra 23 gün önce

    Pronunciation or IKEA

  • Extys
    Extys 23 gün önce


  • R -
    R - 24 gün önce

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

  • KK Foto
    KK Foto 24 gün önce

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

  • Jay Camargo
    Jay Camargo 24 gün önce

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

  • Lenin Ade
    Lenin Ade 24 gün önce

    I wonder if an IKEA sign comes with extra parts

  • Ae Ke
    Ae Ke 24 gün önce

    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.

  • Najeeb Puthiyallam
    Najeeb Puthiyallam 24 gün önce

    overpriced and not good quality if cheaper.

  • Captain stark
    Captain stark 24 gün önce

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

  • npigwnl
    npigwnl 24 gün önce

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

  • felipe hernandez
    felipe hernandez 24 gün önce

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

  • Oh no it's marshie
    Oh no it's marshie 24 gün önce

    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.

  • Frenchie Horn
    Frenchie Horn 24 gün önce

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

  • Sophiesticated
    Sophiesticated 24 gün önce

    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.

  • Slow-wipe
    Slow-wipe 24 gün önce

    "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.

  • Chris Facts
    Chris Facts 24 gün önce

    I love Swedish women

  • Joel Ashworth
    Joel Ashworth 25 gün önce

    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?

  • myra961
    myra961 25 gün önce

    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.

  • S Muis
    S Muis 25 gün önce

    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.

  • PorcupineMenhaden
    PorcupineMenhaden 25 gün önce

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

  • Savage 84
    Savage 84 25 gün önce

    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

  • Pasta Pasty Pastu
    Pasta Pasty Pastu 25 gün önce

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

  • Pau Gironès
    Pau Gironès 25 gün önce

    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.

  • Xeno Phon
    Xeno Phon 25 gün önce

    Consume consume consume, why? Never ask that question.

  • Christine Riutzel
    Christine Riutzel 25 gün önce

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

  • AppleiReviewer
    AppleiReviewer 25 gün önce +1

    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.

  • Chad Schrader
    Chad Schrader 25 gün önce

    atomic energy

  • melope
    melope 25 gün önce

    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.)

  • Amy
    Amy 25 gün önce

    Not even mad about it

  • Anya VerKamp
    Anya VerKamp 25 gün önce

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

  • Y2Kvids
    Y2Kvids 26 gün önce

    We don't have Ikeae here .

  • patrick dwyer
    patrick dwyer 26 gün önce

    This is definitely ikea in Philadelphia

  • A Salty Fry
    A Salty Fry 26 gün önce

    Im to poor to impulse buy

  • Rhoda Dinkley
    Rhoda Dinkley 26 gün önce

    I wanna go to an IKEA soooooo bad!

  • G7130
    G7130 26 gün önce

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

  • Asri Lestari
    Asri Lestari 26 gün önce

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

  • sexy korean girl
    sexy korean girl 26 gün önce +1

    females have no chance

  • Amr Talaat
    Amr Talaat 26 gün önce

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

  • TaeTrasheu dustbin
    TaeTrasheu dustbin 26 gün önce

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

  • Onion Sandwich
    Onion Sandwich 26 gün önce

    And here I thought I had freewill.

  • Bleachy y
    Bleachy y 26 gün önce

    I got an IKEA ad on this video

    LOTTO LAUGHS 26 gün önce

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

  • Stephen Sherman
    Stephen Sherman 26 gün önce

    I dont think i ever been to a ikea

  • Big Smoke
    Big Smoke 26 gün önce

    who else from IKEA in dallas tx

  • jaimiest
    jaimiest 26 gün önce

    Ikea. The ultimate test of a relationship.

  • Cort McElroy
    Cort McElroy 26 gün önce

    IKEA college park baby

  • Alabaster1223
    Alabaster1223 26 gün önce

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

  • Scriptminer
    Scriptminer 26 gün önce

    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!

  • Kai Loki
    Kai Loki 26 gün önce

    My boyfriend and I swear we're going to buy something every time we go to IKEA... And we do... Once we pass the checkouts and go to the bistro 😂 Pizza and Ligonberry juice all day... And the new veggie dog is absoteluy DELICIOUS!!!!!!!