The Allure of IKEA: Navigating Consumerism

This chapter examines IKEA's brand appeal through affordability, quality, and a commitment to democratic design, balancing sustainability with customer experience. The speakers explore consumer ethics, especially among younger generations, while highlighting IKEA's unique shopping atmosphere and community-building role. Anecdotes and psychological insights illustrate how IKEA creates a cult-like following and engages customers through immersive experiences.

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