IKEA’s Marketing Technique: A Psychological Perspective

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This proposal purports to outline a case study examining how IKEA capitalizes on the story of a 7-month-old male macaque, Punch. By blending psychological analysis and marketing theory, the paper briefly explores how IKEA managed to construct an emotional narrative that proves to be an effective advertising tool today.

My brand-new monkey

Psychological perspective:

Firstly, through the lens of psychology, Punch’s case is emotionally compelling. Punch, born in a Japanese zoo, was rejected by his mother, after which he developed separation anxiety as he had nobody to cling to. According to Bowlby (1980), at this stage of life, primates are in dire need of a primary caregiver, usually the mother, as a means of survival. Based on Bowlby’s attachment theory, zoo workers gave him a stuffed plush toy, resembling an orangutan, to provide him comfort. His story attracted international media attention when videos emerged on the internet of Punch forming a bond with his stuffed toy as his surrogate mother.

A Hungarian Instagram meme revisiting the monkey mother experiment. Source: https://www.instagram.com/p/DVG4BAMDHqE/?utm_source=ig_web_copy_link&igsh=NTc4MTIwNjQ2YQ==

An effective marketing tool:

Secondly, IKEA seized on this marketing opportunity and gave dozens of stuffed orangutan toys to the Japanese zoo. This emotional branding has resonated, so far, with their target audience, as thousands of videos have been circulating online about Punch. What IKEA draws on is that consumer segments are susceptible to being carried away by their emotions unconsciously, and thus, make impulsive purchases. This is likely why IKEA manages to increase public interest in selling its plush toys. Evidently, their customers are filled with compassion when they see little Punch holding onto his soft toy trying to attach, if not to his mother, at least to others. This enables IKEA to emotionally position itself as a socially sensitive brand on the global market.

Source: https://www.ndsmcobserver.com/article/2026/02/we-are-all-punch-the-monkey


This case exemplifies how media exposure and psychology play a profound role in shaping consumer attitudes.

 

References:

Bowlby, J. (1980). Attachment and loss. Basic Books.

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