Neuromarketers give furniture giant IKEA credit for understanding what consumers value — affordability, simplicity and the satisfaction of creating something.
Because we assemble IKEA furniture ourselves, it evokes in us what Daniel Mochon, a researcher and associate professor of marketing at Tulane University’s business school, calls the “Ikea effect.” We value it more than an equivalent piece whose full creation happened elsewhere.
Given this insight into the human psyche, it’s not surprising that IKEA would be attracted to microgrids, an energy technology that allows consumers to create their own electricity.
IKEA has entered the microgrid market in Australia with a splash, installing a microgrid that also offers significant value to the grid.
See today’s feature by Kathy Hitchens: IKEA Microgrid Goes Live. Creates Australia’s Largest Virtual Power Plant.
Have a great weekend! Elisa Wood, editor-in-chief
