The IKEA Test

Quick Read: Well let’s just say that if IKEA had considered opening a couples’ relationship counselling centre at each of its stores, it might give the couples’ counsellors a run for their money! 

If there were to be a prep school for wannabe couples, the final test for graduation could argaubly be throwing them at the task of shopping for furniture… together.

Full discosure: Mrs and I somehow aced that test – though she derives an indescribable pleasure everytime she sees this PepperFry commercial.

No wonder then IKEA is parodied to be the #1 place where couples could realise that they actually can’t stand each other!

Probably armed with this insight, Ramani Durvasula – a California-based clinical psychologist is actually using IKEA shopping runs as a communications exercise for her couples therapy. (H/T Racked)

Ask her if IKEA is a domestic wonderland or a map of a relationship nightmare, and you are told that it could be the later. In fact, according to this WSJ report, she thinks the Ikea shopping experience is fraught with anxiety for couples, for example the kitchen models can lead to arguments about who doesn’t do the dishes and so forth.

Speaking of which, doing dishes could be a seperate thesis altogether on the perils of matrimony.

Actually make it ‘doing dishes’ + ‘trying to own the remote’ and you could have a perfect reciple for domestic disaster.

This commercial for Pril dishwashing liquid is a little undiscovered gem along those lines (though it could be accused of packing a little too many of a punch in one single ad).

(sorry non Hindi readers, wish there were sub titles)

And by the way there even seems to be a compelling case that says  – when in need of a marriage therapy, just do the dishes!

So the next time someone tells you that brands could do with some insights from ethnographic and psycho-analytical research. Tell them that the later could also be true.

[Bonus (and unrelated) Read: Nearly 3 years ago, BrandedNoise featured a post called ‘The IKEA Effect‘]

(Featured Image: Rashid and Shirley Smith got married at the IKEA in Elizabeth, N.J., in 2013. Source)

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4 thoughts on “The IKEA Test

  1. Great insights! Suggest to Watch Butterfinger Peanut Butter Cups TV ad, with “peanut butter” and “chocolate” going to couple’s therapy in an effort to spice up their boring relationship.

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