▪ Course : Consumer Behavior

▪ Sub CPMK : Affection and Cognition Approach

▪ Case :

The Hidden Psychology of Why Customers Come Back

style, affordability, and sustainability

Presented by :
▪ Peter Aditya Kelvianto
▪ Asmi Wahyuni
▪ Rezky Dwimarsya
▪ Siti Rahma Nadhira October 18 th , 2023
Understanding of Affection and Cognition

❑ Emotions
❑ Specific feelings Positive and Negative Physiological
❑ Moods response responses
❑ Evaluations
AFFECTION
Feeling Response

❑ Understanding – interpret the meaning

Evaluating – judging good or bad, positive or negative
COGNITION ❑
❑ Planning – determining how to solve or reach
Thinking Response ❑ Deciding – comparing alternative
❑ Thinking – the cognitive activity for all the process above
The Relationship Between the affective and cognitive
system

AFFECTION
Feeling Response

COGNITION
Thinking Response Both affective system, cognitive system
and environment are related each
other to influence the decision making
process
These method used by IKEA
marketing team to influence
their consumer to coming back
The Wheel of Consumer Analysis on IKEA
IKEA environment that affecting consumer affect and cognition
IKEA LAYOUT IKEA DISPLAY & LIGHTING WIDTH OF THE AISLE

▪ Ikea store layout are designed to ▪ the display made to look like a real house ▪ IKEA iconic aisle
encourage impulse buying (Maze ▪ Warm Lighting ▪ Large aisle comfortable
Design) ▪ Use of color blue to give a comforting feeling for big size product
MUSIC FOOD COURT
The Wheel of Consumer Analysis on IKEA
IKEA Consumer Behavior

8 Key VALUE OF IKEA

1 Togetherness
2 Caring for People and Planet
3 ▪ Good quality and
Cost Consciousness
4 Simplicity
5 Renew and Improve
6 Different with meaning
7 Give and take responsibility
▪ Largest Furniture Retailer
▪ Cheap and nice food
affordable price product
▪ Cool product Catalogue
▪ Self serve design given
customer freedom to
choose and select
▪ Outlets with comfortable
shopping experience

8 Lead by Example
The IKEA Effect
Cognitive bias in which consumers place disproportionately more value on products they partially created

IKEA Product Design IKEA Family

- Disassembled and reassembled easily - Free Coffee
- Simple Design and Diversified Fashion - Free Exclusive Books
Design (Style) - Event invitation
- Flat Packaging of Logistics (affordable) - DISCOUNT!
- Honeycomb construction made of the
fiber-based materials (Sustainable)
The Wheel of Consumer Analysis on IKEA
User Experience

AFFECTION COGNITION

● Feelings of competence and ● Thinking by using IKEA product

endowment (Sense of ownership)
from assembling the product by
themselves
● Self affirmation
● Feeling comfortable with color and
ambiance in IKEA store
● Effort justification, feel good with
selected product
● Feeling that by buying IKEA product
equals to a modern lifestyle
means supporting green energy
(IKEA products uses recycled wood
chips)
● Evaluating that visiting IKEA is a
more efficient form of recreation
with family (cafetaria, playground,
togetherness)
● Deciding to purchase IKEA products
due to their cost efficiency (IKEA
products are modular and
multifunction)
Conclusion

• IKEA has a smart marketing strategy in utilizing the affection and

cognition system approach. Their consumers unconsciously or
impulsively purchase their product or visit their stores repeatedly.
THANK YOU
References
1. D'Souza, L J. (2023). How IKEA Dominates the Retail Market with the Psychology of Selling.
Retrieved October 15, 2023, from
https://www.linkedin.com/pulse/how-ikea-dominates-retail-market-psychology-selling-d-souza/
2. Lim Gaisin. (2021). A Case Study of the Factors that Affect Consumer Behavior in IKEA
(PDF) A Case Study of the Factors that Affect Consumer Behavior in IKEA (researchgate.
net)
3. Eyal, N. (2015). The Hidden Psychology Of Why Customers Come Back. Retrieved October 14,
2023, from
https://techcrunch.com/2015/01/19/the-hidden-psychology-of-why-customers-come-back/
4. Clifford, C (2019). Meatballs and DIY bookcases: The psychology behind Ikea’s iconic success.
Retrieved October 16, from
https://www.cnbc.com/2019/10/05/psychology-behind-ikeas-huge-success.html#:~:text=And%20
the%20trademark%20simple%20style,which%20is%20not%20an%20accident
.
https://thehustle.co/how-ikea-tricks-you-into-buying-more-stuff/