Ikea's SECRET mental tricks to help you spend more

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What if I told you that Ikea, the world's largest marketing trick laboratory (next to Apple stores), is full of fake products that actually have a hidden agenda? Look, don't get nervous: you can buy any chair and it'll work. It's not like it's going to fall apart or anything. What we're talking about here is why there are no ceilings in any Ikea? And why it's no coincidence that in every Ikea in the world, at the back of the checkout area, there's a counter full of you-know-what (because you know, right?).

Today I want to talk to you about how Ikea, the store where 60% of purchases are impulsive, manages to get us to spend more money on its products, sometimes without us even realizing it. We're talking about an overdose of camouflaged psychological tricks that manipulate and hack our brains, a weapon of mass distraction (in the form of a furniture store) that has turned IKEA into the most famous Swedish company in the world—and it's no longer Swedish: in case you didn't know, IKEA has been controlled by a non-profit foundation in the Netherlands since 1982. Why? Well, for what reason: to pay less taxes.

Have you ever noticed how many curves, nooks, and corners there are in the circuit, even though every IKEA is a huge rectangular industrial warehouse? There's a reason: the idea is that as we all walk in procession around the circuit, exposing ourselves to more and more products, there's a change of direction roughly every 15 meters, which means there's always a new discovery, according to what the director of one of Sweden's largest IKEAs told the New Yorker. And okay, yes, there are shortcuts. They're hidden away, with signs in tiny font, but did you know that at IKEA they tend to change the shortcuts from time to time, thanks to their movable walls? Now you know one of the reasons why no IKEA has a roof (the other reason is to give a sense of spaciousness and so you don't feel like you're in a store).

And have you noticed what's at the bottom of every box in every IKEA store? Food. Please listen to me carefully; it's important to keep in mind that at IKEA, absolutely nothing is a coincidence.

There's been a lot of talk about the IKEA effect, that added value we give to the things we buy and, moreover, assemble ourselves, but no one has explained well to what extent IKEA actually does it, because it's not just about assembling your own furniture. In case you didn't know, the IKEA effect is what Lego constructions, Warhammer figures sold unpainted, and, for example, Nike sneakers for €150, but designed by you, all have in common. It's proven that "people tend to assign a higher value (both emotional and monetary) to the products or services they've created." In this Harvard study, a group of participants were asked to say how much they thought an IKEA box like this one costs. They were divided into two groups: group 1 had to assemble the box first, and group 2 didn't. Those who assembled the box estimated a price that was, on average, 63% higher than those who didn't.

Did you know that IKEA employees are specifically asked not to speak to any customer unless asked? Ikea always tries to make buying a piece of furniture into something of an adventure, a discovery that makes you love that piece of furniture. If you think about it, it makes sense that they're starting to change all the checkouts and now only offer self-checkout. And in this adventure, the greatest find of all is, of course, finding a bargain. Spending a good amount of time comparing nightstands or curtains, wondering which one is worth the price and which one isn't.

It all depends on the context, the frame of reference. I suppose you've read this news: Rolls-Royce has stopped promoting itself at car shows and is now promoting its cars at aviation shows instead. Why? Because, for someone who has spent the entire afternoon "comparing the price of airplanes," the idea of ​​spending $300,000 on a Rolls-Royce is an impulse purchase, like buying one of those candy bars next to the checkout in supermarkets.

This phenomenon I just mentioned also occurs at IKEA, and it's called Bulla-Bulla, which is the name given to all those containers with products piled up and arranged in a haphazard manner on purpose, to make them look cheap. And because they are cheap. Have you noticed how there's always a Bulla-Bulla container in sight? Let's see what cheap product will be in the next one? The idea is to always have something to encourage us.

And the chair trick? You'll have to watch the video to find out.