The Genie in the Ikea Lamp
Makes You The Winner
The Ikea Effect:
Now They Want You Fast, More and Fervently
By Kevin Hogan
Ready to rub the Lamp?
...
Ever been to Ikea?
I can't tell you how many times I have heard people complain about
Ikea. (From those who've never experienced Ikea...)
"How are they so successful?"
"They sell cheap products that only LOOK good, that aren't made to
last. Why would they make their customers retrieve their bookshelves
from the warehouse themselves, then load them into their cars...
by themselves, then put the bookshelves together?"
Waste of time for you, lousy long-term biz strategy for them, right?
WAIT!
If YOU use the Ikea Effect in Sales, Marketing, Your Business, it
might have the same effect as Aladdin and the Genie in his lamp!
The first paradox about Ikea is this: Ikea is able to lower their costs
and boost their efficiency as a business by transferring the labor
their customers. But is that going to help in customer retention?
Here's the deal...they have one of the most ingenious business
strategies in the world.
Here's why...
"I did it myself!"
Is there something to be said for the significance of "building something?"
KEYPOINT: When you work for/toward something, perhaps it's more valuable?
Read this carefully.
It could change the way you run your business and your life.
In the June 2011 issue of the Journal of Consumer Research, Ying
Zhang and colleagues published an interesting study examining what
motivates people to achieve their goals.
They found that when people exerted more effort in obtaining their
choice of a movie ticket (climbing 6 flights of stairs versus 1), they
were nearly TWICE AS LIKELY to attend the film, and rated the
experience as more valuable to them.
However, when they were told which movie ticket they would
be working for, the more effort they exerted, they were far less
likely to attend the film, and had a negative attitude towards the
experience!
WHAT?!
That's new and completely counter-intuitive.
What does this reveal about people? ... 
Continue: Page | 1 | 2 | 3 | 4 |
Kevin Hogan
Network 3000 Publishing
16526 W. 78th St. #138
Eden Prairie, MN 55346
(612) 616-0732
Coffee cup photo appears under license with Stockexpert. Article photo source (AP Photo/Phelan M. Ebenhack, IKEA)
