Mental Models

Mental Models

Share this post

Mental Models
Mental Models
The IKEA Effect

The IKEA Effect

Nov 01, 2020
∙ Paid

Share this post

Mental Models
Mental Models
The IKEA Effect
Share

When the prominent instant cake mix brand Betty Crocker wanted to increase sales, they hired a psychologist named Ernest Dichter. Mr. Dichter after studying usage patterns and consumption data, had one simple suggestion - get consumers to add fresh eggs to the mix themselves instead of the company adding egg components.

This post is for paid subscribers

Already a paid subscriber? Sign in
© 2025 Vlad Bondarenko, created by Shiva Prabhakaran
Privacy ∙ Terms ∙ Collection notice
Start writingGet the app
Substack is the home for great culture

Share