It allows you to do it yourself, with wrenches and screws, and study how to assemble a chair, a table or even a sofa that can be stretched into a bed before a few pages of instructions. More and more people are buying, and the crowded degree of IKEA is almost the same as that of the vegetable market.
In fact, it is not original for IKEA to let you do it yourself. From 65438 to 0950, General Mills, an American food company, racked its brains to promote their Betty Crocker brand cake powder, making it as easy as making instant coffee. The company wanted to make cake powder stand out from many competitors, so it invited ErnestDichter, a famous psychologist and "father of motivation research", to come to the rescue.
Decatur suggested changing the formula and replacing the original egg powder in the cake powder with "fresh eggs are needed". Because instant cake powder will make it too easy to make cakes and weaken the original labor needed to make cakes. And more hands-on, can make the cake maker have a stronger "master consciousness" to the final work, so as to be in a better mood. This suggestion worked, and since then, the sales of cake powder have accelerated.
This phenomenon is not accidental. 20 1 1 A researcher from Harvard Business School published a paper in the Journal of Consumer Psychology, calling the phenomenon of "making consumers do more things themselves, making them like this thing more and giving it higher value" the "IKEA effect".
Although the original intention of IKEA to sell semi-finished products is only to save inventory space, reduce prices and make small profits but quick turnover, it makes people fall in love with DIY furniture. It is IKEA that has brought the "efficacy of labor" to the extreme.