Module 01 · 35 min
Inside IKEA: The Psychology of Shopping
01 / 06
Marketing theory
Shopping is a sequence of decisions
Imagine arriving for one bookcase and leaving with a bookcase, a lamp and three ideas for your bedroom. What happened? Marketing helps us examine the context of that decision, not read someone’s mind. Start with five concepts. In an observation, describe what you saw first, then offer a possible explanation. A display can influence a choice, but price, purpose, time and individual preferences still matter.
Consumer Behaviour
How people choose, use and evaluate products. Decisions reflect needs, budgets, habits and social context—not just advertising.
Example: A student compares a desk’s price, size and durability before buying.
Customer Journey
The sequence of interactions before, during and after a purchase: discovering a need, researching, visiting, paying and using the product. A walking route is only one part.
Example: You browse a catalogue, visit a showroom, collect a flat-pack and later assemble it.
Store Layout
The arrangement of departments, aisles, displays and service points. It can support navigation or create friction.
Example: Clear signs and a shortcut help a shopper reach a specific department.
Visual Merchandising
Presenting products through arrangement, lighting and context to communicate their use and appeal.
Example: A furnished room shows how a sofa, lamp and rug work together.
Impulse Buying
A spontaneous, unplanned purchase prompted by an immediate desire. Not every extra purchase is impulsive: the shopper may remember a genuine need.
Example: You came for a desk but suddenly add a decorative candle you had not planned to buy.