Penn and his assistants analyzed IKEA's layout by following customers
through one of the enormous stores. He was surprised to find an
extremely uniform and efficient customer flow.
"If you shop in IKEA, all you do is follow people around the store,"
Penn said. "You very seldom find people going the other direction."
In fact, Penn realized, there was something very clever going on
here, ultimately leading to higher sales. As he concluded in his lecture
IKEA is highly disorienting and yet there is only one route to follow
Your time allocation is used in the showroom
By the time you get to the marketplace you feel licensed to impulse purchase
Unintelligibility removes autonomy
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