The Genius Marketing Trick By Five Guys
Rory Sutherland talks about the IKEA effect in marketing.
Rory Sutherland, a leading figure in the fields of advertising and behavioral economics, has extensively studied human behavior and decision-making processes. One of the concepts he has explored is known as “The IKEA Effect,” a phenomenon that sheds light on how people value and appreciate products more when they have invested effort into creating or customizing them.
The term “The IKEA Effect” derives from the well-known Swedish furniture retailer IKEA, which is renowned for its self-assembly furniture kits. When customers purchase furniture from IKEA, they are often required to assemble the pieces themselves using instructions provided in the packaging. Despite the sometimes challenging and time-consuming nature of the assembly process, customers often report a heightened sense of satisfaction and attachment to the finished product.
Sutherland’s study delves into why this phenomenon occurs and what implications it has for consumer behavior and marketing strategies. One explanation is that the act of assembling furniture imbues the finished product with a greater sense of personal investment and ownership. When individuals put effort into building something themselves, they develop a sense of pride and attachment to the outcome, leading them to value it more highly than if it were simply purchased pre-assembled.
Furthermore, “The IKEA Effect” highlights the role of effort justification in shaping consumer perceptions and preferences. According to this theory, people tend to rationalize their investment of time and effort by attributing greater value to the end result. In the context of IKEA furniture, customers may perceive their DIY efforts as a form of labor or skill, which enhances their appreciation for the final product.
From a marketing perspective, understanding “The IKEA Effect” can inform product design, branding, and customer engagement strategies. By incorporating opportunities for customization, co-creation, or self-expression into their offerings, companies can tap into consumers’ innate desire to invest in and take ownership of their purchases. This could involve offering DIY kits, customizable features, or interactive experiences that allow customers to personalize their products and feel a greater sense of connection to them.
Overall, Rory Sutherland’s study on “The IKEA Effect” provides valuable insights into the psychological drivers of consumer behavior and the ways in which businesses can leverage these principles to enhance customer satisfaction, loyalty, and engagement. By recognizing the inherent value of effort and involvement in the consumption process, companies can create more meaningful and fulfilling experiences for their customers.
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Comments (41)
I only walk into Ikea when I already have a purchase planned. If I walk out empty-handed, something has gone wrong.
The only measure of success for Ikea is if I added something extra to the cart that I wasn't planning on buying.
They dont do that at 5 guys UK . Their burgers are terrible too.
I mean five guys scams you for alot so its only fair you get more shit
Only, you aren't given extra fries for free. They are part of the price.
I sell palm tree seedlings and I always throw in extras for that reason ❤
Called Bonus🤗
I never order fries at five guys because they are shit and they always give you some anyway.😂
No you can buy nothing
McDonald's served more ice cream than they should have served 20 years ago. It felt like there was twice as much ice cream on top of the cone as there is now. Now I think they even count the fries.
What's the name of the man speaking?
For the prices at Five Guys, they should wipe my ass, too.
Hate five guys and would never return a second time, went to an IKEA once and walked straight out again… after I figured out what the damn exit is.
I can go to IKEA and just by a hotdog. Technically it’s buying something though
Dude, what are you talking about? There's one in Sheffield right next to Valley Centertainment 😅 I've been in there between films after a joint and had food in the court… It's like 5 minutes walk 💀
This dreadful marketing man should be cancelled
They call that Jara in Nigeria
Nonsense you cant feel anything other than ripped off at 5guys 35 quid for 2 burgers and fries
I went to ikea found it a total pain in the arse
this guy needs to SHUT UP Hs he ever ordered from Five Guys? the average meal is $17-$22
I go to IKEA to buy a specific item. If it's not in stock I leave empty handed (or maybe just an ice-cream). This impulse buying shit boggles me.
I've seen like five YouTube shorts with this guy and he mentions the five guys fries in all of them.
I have left IKEA empty handed. So it is possible.
Five guys is the grossest, nastiest burger joint I've ever eaten at. 0/10
I thought the girl at Five Guys gave me extra chips because she fancied me 🙁
Lets not forget the free peanuts! Ill happily pay literally quadruple the price for a burger and a milkshake just for a few extra fries and a few free peanuts. It's mad but effective.
Went through IKEA for a IKEA bag so I went through the whole trail but felt really weird just to do that so I bought a blanket to not seem sus
That's how I used to get my news papers from old chip shop rapping paper 😆
Been to an IKEA twice in my life. Never bought a damn thing. Didn't see anything I wanted. Some of my friends seem to find it surprising that I don't own anything from IKEA.
I have done just that.
stop adding this dumb music
But dive guys charge tou a fortune for wveything you buy there so they arent losing anything by giving you a few fries and who even goes to ikea…all they sell is poor quality products that you have to build yourself.
The only thing I buy at an ikea when my wife drags me there is .75 hotdogs and maybe kids get ice cream lol.
I’ve done it
I have been to idea numerous times without buying anything.
Five guys does this with the fries because potatoes are cheap and the burger prices are criminal
andy serkis let himself go a bit
seems like I did impossible on few ocasions 😁
#Wtf is this guy talking about?
I can walk through IKEA and think it's #ghay and not buy anything.
Or, the cup sizes are all the same & just add extra half scoop or whole scoop of fries to make the customer feel like they're getting more than they paid for.
In truth, you're still paying correct/full price for each amount.
That’s actually the reason I stopped going to 5 guys. I hate the idea of throwing out food.
The price of a small fry from 5 guys covers the cost of the next 3 customers large fries, it's over priced fast food, people who don't know the shape of the planet they live on believe five guys is a deal
I hate Ikea. I never go there. I have always hated the walk like cows approach for example.