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Speaker 1: My Heart podcasts here, more Gold one on one point

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Speaker 1: seven podcasts.

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Speaker 2: Playlists and listen live on the Free iHeart app.

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Speaker 3: Hey everybody, it's Jonesy and Amanda's floor on the cutting

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Speaker 3: room floor today. What have we got, Amanda?

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Speaker 4: Do you go to Ikea much?

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Speaker 2: I haven't been for some time.

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Speaker 3: One time my daughter and I went there just for

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Speaker 3: the meatballs alone. We're looking for something to eat and

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Speaker 3: we're driving past an Ikea in Rome.

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Speaker 2: Said let's get some meatballs from Ikea. Yeah, and then

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Speaker 2: we went throughout the whole shop.

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Speaker 4: That's the thing. You can't just walk into the meatballd partner.

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Speaker 2: When you can walk right into the meatball.

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Speaker 4: We'll ask for alan key to serve you.

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Speaker 2: So we went through and we bought some cushions and

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Speaker 2: a few flag.

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Speaker 3: We didn't net them, but those meatballs, good lord, they

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Speaker 3: are so good.

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Speaker 1: The reason I asked is that I've been looking at this.

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Speaker 1: They've they've printed here a commentary really on five ways?

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Speaker 1: Is that Ikea kind of hacks psychology? This turn browsers

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Speaker 1: into buyers again and again. So say you want to

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Speaker 1: go and just for the meat balls, here's why you

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Speaker 1: get sucked in.

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Speaker 3: Well, and I realized this after I'd been there. You

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Speaker 3: can get into the back way into our Ikea, but

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Speaker 3: it's just not really predominant.

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Speaker 4: I like to weave you through, don't.

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Speaker 2: You've got to go through. That's part of the experience.

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Speaker 2: They send you on this meandering path.

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Speaker 4: That's right.

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Speaker 1: So they call this the endowment effect. Ikea lets you

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Speaker 1: touch everything. You can sit on chairs, you can open drawers,

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Speaker 1: you can move a fake lamp a couple of inches

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Speaker 1: to the left or the right. And this is because

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Speaker 1: they say here, when you interact with it, you start

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Speaker 1: to feel like you own it. We're wired to not

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Speaker 1: let go of what we feel is ours.

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Speaker 2: Yeah, okay, yeah, I get that.

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Speaker 1: So when you see, say, an ikea bathroom's a toilet,

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Speaker 1: you interact with it.

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Speaker 2: Excuse me, that's not plumbed in, sir.

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Speaker 1: What about this one is bracketing. So there'll be three

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Speaker 1: three sofa colors, five lamps. Not overwhelming, but just enough,

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Speaker 1: like here's a limited variety. Model reduces cognitive load. So

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Speaker 1: you think you're choosing freely, but they're controlling your options.

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Speaker 1: If there was a whole lot of stuff, you'd feel overwhelmed.

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Speaker 1: Choices are harder this and if there's only one thing

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Speaker 1: that's different. There's a few little options that make you

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Speaker 1: feel like you're in control, but there's few enough that

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Speaker 1: you're not overwhelmed.

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Speaker 3: Yeah, I see that when you go to restaurants and

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Speaker 3: they have too much stuff on the het.

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Speaker 1: No menus that have ninety thousand things on, Like some

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Speaker 1: old Italian restaurant that'll have six pages of menu.

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Speaker 4: I think, how can.

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Speaker 1: They possibly have all these fresh ingredients that they bought

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Speaker 1: at the market.

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Speaker 2: It's just passed Giuseppe. Whip it up and make it.

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Speaker 4: Gee, you get spit in yours on bed?

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Speaker 2: No Giuseppe is my local Italian restaurant, is he? Yeah?

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Speaker 2: It's got too many items on these thing though?

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Speaker 4: What about price lulling? What's that that dollar.

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Speaker 1: Forty nine lint roller that's not there to make money?

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Speaker 1: Apparently it's there to relax your spending resistance. So small

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Speaker 1: winds up front make you more open to big ticket

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Speaker 1: items later.

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Speaker 4: So cheap first, expensive later. So do you ever feel

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Speaker 4: like that? It's like breaking the seal.

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Speaker 1: If you're out shopping like my girlfriends and I, or

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Speaker 1: if I'm overseas and I want like buying something, you think, God,

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Speaker 1: I've gone all day.

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Speaker 4: Through all these shops.

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Speaker 2: I got to buy something.

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Speaker 1: I've got to buy something. So if you buy something

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Speaker 1: small breaks the seal, you can keep going.

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Speaker 2: My son did that to me.

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Speaker 3: I was he worked at Reese Wreese Plumbing Supplies, and

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Speaker 3: I went in just to get some silicon, some bathroom silicon,

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Speaker 3: a tube of it.

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Speaker 2: I was going past Morges's.

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Speaker 3: Shop and I went in there. I said, I get

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Speaker 3: some silicon, six dollar purchase. But as soon as I

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Speaker 3: bought that six dollar purchase, you suddenly look around the

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Speaker 3: shop a little bit.

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Speaker 2: I'm chatting to my son, and then there.

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Speaker 3: Was this saltwater chlorinador there and I said, oh, man,

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Speaker 3: look at you.

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Speaker 2: They've come a long way.

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Speaker 3: And he said, yeah, well they well that's on special,

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Speaker 3: so it's on sale right now. And I said, and

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Speaker 3: I said, well, what's it usually working? He said, well,

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Speaker 3: usual it's sixteen hundred dollars. So I went, wow, so

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Speaker 3: what's it now? And he said eight hundred. I said, wow, did.

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Speaker 4: You buy it?

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Speaker 3: Next minute, I've bought it. Well similarly, and I said,

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Speaker 3: my son got me a discount. The bos said no,

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Speaker 3: not really, that's just what it's getting sold for.

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Speaker 4: I got your beauty.

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Speaker 1: I went into a friend's florist and she sent bits

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Speaker 1: and pieces flowers, coffee, obje dar. But I went in

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Speaker 1: and bought some flowers and a coffee, not expensive purchases

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Speaker 1: at all. But my other friend is with me. He said,

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Speaker 1: I'm surprised you're not buying that, And I said, what

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Speaker 1: do you mean? I looked up on the wall. It's

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Speaker 1: a giant fiberglass rhino head with a light in its horn.

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Speaker 4: And guess what you bought it? I bought it.

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Speaker 1: I've seen I've had it for years. But I bought

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Speaker 1: that in a coffee florist shop.

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Speaker 4: What are the chances?

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Speaker 2: Is it expensive? Yes?

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Speaker 4: All right?

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Speaker 1: How about this time based control. There's a reason that

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Speaker 1: it feels like a journey through Ikia. Kia's long path

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Speaker 1: slows you down, but the cafeteria brake speeds you up.

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Speaker 1: It's intentional pacing, so they control how fast you do

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Speaker 1: it when you need a sugar hit, when you're exhausted.

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Speaker 1: They manage your tempo to manage your decisions. Brillant and finally,

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Speaker 1: assembly as investment, flat pack furniture isn't just efficient, is it?

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Speaker 1: It's sticky, meaning the more effort you put into building it,

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Speaker 1: the more you value the end product. It says, effort

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Speaker 1: equals ownership equals satisfaction. Even if the shelf leans, so

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Speaker 1: you feel connected to it in a way you may

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Speaker 1: not from another piece of furniture, which means you might

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Speaker 1: be a return customer.

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Speaker 3: I'm guessing I remember that when I put my leaning

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Speaker 3: shelf out on the junk pile for council cleanup, I

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Speaker 3: like to get.

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Speaker 1: A flat pack, take it out of the bit of

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Speaker 1: my car and put it straight. I bother building it.

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Speaker 2: Okay, kids, that's it for today. That was Johnson, and

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Speaker 2: I'm just cutting.

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Speaker 1: Come back tomorrow some morn