The INSANE Science of 'The IKEA Effect'
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- เผยแพร่เมื่อ 7 ก.ย. 2024
- The IKEA Effect is a cognitive bias where consumers place a higher value on products they take a part in creating.
Studies show that consumers are willing to pay 63% more for furniture products that require assembly versus pre-built pieces.
In the 1950's, General Mills was struggling with the Betty Crocker cake mix brand.
They couldn’t wrap their heads around why their sales were tanking. So, they pulled in someone who could get to the bottom of it - the consumer psychologist, Ernest Ditcher.
Ditcher’s solution was simple: take the powdered egg out of the Betty Crocker box and give that task to the customer.
This tactic is now known today as "The IKEA Effect".
Just a nitpick- but semi-diy headphones are actually a pretty big deal in the audiophile community.
Usually it doesn't go as far as fully assembling the entire thing from scratch- but those products do exist.
Like you mentioned- knowing your audience, the niche within the broader space, helps even those sell well enough to be sustainable. At least long enough to diversify.
Wow! I swear I thought this video was made from a big channel from the level of quality in this video. Great stuff, very interesting video :)
Literally the only reason i buy ikea is because its easier to move and cheaper. It's bogging anyone cares about putting together furniture.
Lego on the otherhand is a TOY. Building it IS THE TOY. The final product isn't the built thing sitting in the corner is assembling it and using it. The end goal of building furniture is to have a piece of furniture to use
If you look close enough in the oat aisle, you'll find bags of powdered dog mix. Who needs breeders?
I never get why people hate so much on Ikea assembly instructions. Putting together Ikea furniture is SO much easier than other furniture brands. I recently bought a patio set which a) I had to rent a U-Haul van to pick up because the boxes were huge unlike IKEAs flatpacks, and b) it took so long to assemble it because there were these stupid screws which were ridiculously hard to reach to tighten. Ikea for the win!!
Dude, good video but lose the camera angles. It's distracting.
Second this.