The Ikea Effect

Ikea – it's the adult Lego store: if you like the assembled model you can buy the kit and build it yourself at home. And when you are done you want more.

But there is more to it than that. Not only has it seeped into our everyday, like the 'bucks, the 'kings, the 'fitches and scores others that we ravenously consume on a daily basis, it has given each of us something unique – an Ikea personality, which sets one Ikea shopper apart from the other. Its our unique signature, a reflection of us….in the Barnslig mirror with cherry wood frame – aisle 13, bin 21.

1. The Art Collector:

The sole interest of this individual lies in the cheap printed art. He has never been to an an actual gallery – he thinks art galleries also double up as furniture stores. The walls of his apartment are adorned with this mass-printed-in-China Ikea art. And he is proud of it. He does not spend much time choosing the prints, he just picks the floor displays. When he moves into a new house he gives every one a tour of his apartment walls including his bathroom – its like a visit to the Ikea mother ship.

2. The Pretender:

This guy buys Ikea stuff but never owns up to it. He bluffs by camouflaging it or picking up obscure pieces, especially prints. He always has a list of furniture boutiques memorized just in case some one asks. Some times he waits till the piece is discontinued at Ikea before putting it out.

3. The Foodie:

He regards Ikea as Swedish Fine Dining. His refrigerator is full of Swedish meatballs. He has his breakfast there everyday and sometimes organizes group lunches there. For desert are frozen yogurt cones – one buck each.

4. The Weekend Warrior

For him Ikea is like going to the mall. He is the Ikea mall rat. He spends his weekends there wandering through the isles and stress testing sofas and mattresses. Does not buy much though other than food and drink. Sometimes he is mistaken for a sales man.

As you can see Ikea brings the best out of each of us.

Well I have to leave now, I have to help my office mate assemble her entertainment unit. Guess where she bought it.

-Rahul