{"id":19130,"date":"2019-05-24T15:41:08","date_gmt":"2019-05-24T13:41:08","guid":{"rendered":"https:\/\/www.convertize.com\/fr\/?page_id=19130"},"modified":"2019-07-29T11:17:41","modified_gmt":"2019-07-29T09:17:41","slug":"effet-ikea","status":"publish","type":"page","link":"https:\/\/www.convertize.com\/fr\/glossaire\/effet-ikea\/","title":{"rendered":"Effet IKEA"},"content":{"rendered":"Temps de lecture : <\/span> 2<\/span> minutes<\/span><\/span>
\n

Qu’est-ce que l’Effet IKEA ?<\/h2>\n

L’Effet IKEA d\u00e9crit notre tendance \u00e0 accorder plus d’importance aux produits que nous avons construits nous-m\u00eames.<\/p>\n

Les chercheurs Michael I. Norton, Daniel Mochon et Dan Ariely ont montr\u00e9 lors de plusieurs exp\u00e9riences<\/a> que les personnes qui construisent ou assemblent des objets sont pr\u00eats \u00e0 d\u00e9bourser plus d’argent pour ces objets que pour d’autres produits pourtant similaires. L’utilit\u00e9 des objets en question n’a pas de r\u00e9elle influence sur ce ph\u00e9nom\u00e8ne psychologique.<\/p>\n

Ces chercheurs notent cependant que la perspective de devoir monter ou construire un produit soi-m\u00eame rebute souvent les acheteurs, l’effet IKEA se produisant seulement\u00a0apr\u00e8s<\/strong> la r\u00e9alisation du produit. Cela n’emp\u00eache pas de nombreuses marques de proposer des produits DIY (do-it-yourself ou\u00a0fais-le toi-m\u00eame en fran\u00e7ais) comme Leroy Merlin<\/a> ou des produits \u00e0 assembler comme la c\u00e9l\u00e8bre marque su\u00e9doise.<\/p>\n

\"effet<\/p>\n

Exemples<\/h2>\n

Une \u00e9tude de 2010<\/a> a montr\u00e9 que les individus semblent \u00e9galement pr\u00e9f\u00e9rer les produits qu’ils ont con\u00e7us eux-m\u00eames, m\u00eame lorsque la phase de personnalisation a lieu en ligne. Ainsi, proposer des options de personnalisation relativement d\u00e9velopp\u00e9es sur son site de e-commerce permettrait d’augmenter cette satisfaction et de b\u00e9n\u00e9ficier d’un \u00e9quivalent de l’Effet IKEA. Toutefois, selon les chercheurs, un tel processus n’est pas sans effet n\u00e9gatif et doit imp\u00e9rativement tenir compte d’autres biais cognitifs qui peuvent influencer l’utilisateur.<\/p>\n

Effet IKEA<\/h2>\n

L’Effet IKEA permet de renforcer la valeur per\u00e7ue d’un objet et d’augmenter la satisfaction des clients qui appr\u00e9cieront davantage les produits qu’ils auront achet\u00e9s. Utiliser l’Effet IKEA en e-commerce vous permettra donc d’augmenter vos taux de conversion<\/a> et de convaincre vos clients de revenir sur votre site.<\/p>\n<\/div><\/section>\n

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Temps de lecture : <\/span> 2<\/span> minutes<\/span><\/span> Share on TwitterShare on FacebookShare on Linkedin<\/p>\n","protected":false},"author":45,"featured_media":0,"parent":18263,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-glossary.php","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[],"tags":[],"class_list":{"0":"post-19130","1":"page","2":"type-page","3":"status-publish","5":"entry"},"yoast_head":"\nEffet IKEA - Convertize - Glossaire de Neuromarketing<\/title>\n<meta name=\"description\" content=\"L'Effet IKEA d\u00e9crit la tendance \u00e0 accorder plus de valeur \u00e0 un objet lorsqu'on a particip\u00e9 au pr\u00e9alable \u00e0 sa conception ou \u00e0 sa construction.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.convertize.com\/fr\/glossaire\/effet-ikea\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Effet IKEA - 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