Abstract
Abstract In four studies in which consumers assembled IKEA boxes, folded origami, and built sets of Legos, we demonstrate and investigate boundary conditions for the IKEA effect—the increase in valuation of self‐made products. Participants saw their amateurish creations as sim
Norton, M. I., Mochon, D., & Ariely, D. (2012). Journal of Consumer Psychology, 22(3), 453–460. DOI
Key findings
- IKEA — Abstract In four studies in which consumers assembled IKEA boxes, folded origami, and built sets of Legos, we demonstrate and investigate boundary conditions for the IKEA effect—the increase in valuation of…
- labor leads love — Participants saw their amateurish creations as similar in value to experts’ creations, and expected others to share their opinions.
- abstract four which — We show that labor leads to love only when labor results in successful completion of tasks; when participants built and then destroyed their creations, or failed to complete them, the IKEA effect dissipated.
- participants saw amateurish — Finally, we show that labor increases valuation for both “do‐it‐yourselfers” and novices.
Limits
Lab assembly tasks — IKEA effect shown in controlled builds; over-investment in your own draft may still be rational in creative work.