Have you ever walked into an IKEA for a simple bookshelf and ended up with a cart full of candles, cushions and maybe even an extra Billy bookcase? You’re not the only one. What you may not know is that IKEA is a master of neuromarketing. This means they cleverly use psychology and brain science to entice you to buy more. Here are some of the most ingenious (and sometimes diabolical) ways IKEA manages to influence us all, even if we are unaware of it.
The Meandering Route: The Maze of Seduction
Upon entering IKEA, you immediately find yourself in a carefully designed maze. This route is no accident. It is a planned strategy to lead you past as many products as possible. This uses a psychological principle called the “decoy effect”. By making you zigzag through different sections, you are exposed to more products, increasing the chances of seeing something you didn’t need but now suddenly want.
The Magical Smell of Cinnamon Rolls
You know that irresistible smell of freshly baked cinnamon rolls that tickles your nose as soon as you enter? This is no accident. Scent marketing is a powerful neuromarketing tool. The smell of pastries creates a homely and warm atmosphere, which puts you in a good mood. And people who are in a good mood spend more money. Smart move, IKEA!
The Wonderful World of Miniature Rooms
When you walk through IKEA, you see countless fully furnished rooms. These miniature worlds are designed to spark your imagination. By showing you what their furniture looks like in a real living environment, they help you imagine how these items could also enhance your home. This uses the “embodied cognition” principle, where your brain tends to associate physical spaces and objects with personal experiences.
Impulse buying: The Power of Small Price tags
Have you ever wondered why you always end up with a handful of tea lights, napkins, and other knickknacks? This is all thanks to strategically placed impulse buy items. These small, inexpensive items are tactically positioned at the checkout to entice you to throw them into your trolley quickly. The idea behind this is simple: small purchases feel less risky, making you more likely to make them.
Names You Can’t Pronounce
Why are IKEA products always named after unpronounceable Swedish words? This is no coincidence. The unique names make the products more memorable and give them an exotic touch, which makes them more appealing. This creates a sense of exclusivity and authenticity, making your buying experience more unique.
The Power of Consistency
IKEA is masterful at maintaining consistency in their branding. From the blue-and-yellow colours to the minimalist design of their manuals, everything exudes simplicity and efficiency. This reinforces their brand identity and creates a sense of reliability and predictability, which customers appreciate.
Self-assembly: The IKEA effect
Why do you seem to value your IKEA furniture more than other similar pieces? This is because of the so-called “IKEA effect”. This psychological phenomenon suggests that people place more value on things they have created themselves. By having your furniture assembled yourself, IKEA gives you a sense of satisfaction and ownership over the final product.
The Illusion of Tight Budgets
IKEA is known for its affordable prices. But did you know that the way they price their products is designed to make you think you are getting a great deal, even when that is not always the case? They use “charm pricing” by putting prices just below a round number, say €2.99 instead of €3.00. This small difference has a big psychological effect and makes the price feel lower than it really is.
The Warm Colour Scheme
Have you ever noticed how warm and inviting the colour schemes in IKEA are? This is a carefully chosen strategy. Warm colours like yellow and red are proven to be stimulating and can whet the appetite and appetite to buy. This is because these colours are associated with positivity and energy, which puts you in a better mood for shopping.
IKEA’s Unique Living Space
Finally, we have the famous square footage IKEA displays in its showrooms. These carefully planned living areas show how to design small spaces efficiently. This is particularly appealing to urban dwellers with limited space. By showing how to make use of every square metre, IKEA makes you believe that you need more to furnish your own space just as efficiently and stylishly.
50 Cent’s Irresistible Ice Cream
When you have finally made it through the maze and loaded up your trolley, one last temptation awaits you: the famous IKEA soft ice cream for just 50 cents. This cheap treat at the end of your shopping adventure ensures a positive conclusion to your visit. It is a clever move that uses “recency effect”, a psychological principle that says people remember the last perceived item or experience best. By ending your shopping trip with a sweet reward, IKEA leaves a pleasant, lasting impression.
Conclusion
So the next time you walk through an IKEA, pay attention to how every detail is designed to influence you. From the smell of cinnamon rolls to the unique product names to the carefully planned route, everything is designed to excite your brain and make you buy more. IKEA has mastered the art of neuromarketing to perfection, making a simple trip to the furniture shop an adventure in itself.
And rest assured, the next time you go to get that bookshelf and drive home with a car full of cushions and a smile (thanks to that delicious ice cream), you’ll know it’s not just you. It’s the subtle but genius influence of IKEA’s neuromarketing magic. You want to know more visit www.funsumers. com
