Media, Information and Technoculture 2151A/B Lecture Notes - Lecture 4: Ikea, Betty Crocker, Malcolm Gladwell

• School: Western University
• Department: Media, Information and Technoculture
• Course: Media, Information and Technoculture 2151A/B
• Professor: Selma Purac

Document Summary

Consumer manipulation (to manage or influence skillfully) We ignore the role of space in consumerism: how can space make us more affective consumers. Retail geography: our environment affects the way in which we shop: ex. Increased capture rate (how much of what is on display that we actually see; draw our attention to more items, because we only purchase things we notice) It is almost impossible for you to backtrack, which is intentionally inconvenient (therefore we"ll put it in the cart) Ikea actually places products in your way (this forces an increased capture rate: the restaurant. Makes the shopping experience more relaxing for those who come from far away (they are typically in the middle of nowhere) The restaurant has become an attraction in itself. The food is very cheap, free refills: ikea frames the store as the swedish experience , active consumer interaction. Value co-production: you play a central role, value is co- produced between you and the retailer.