The “ IKEA Effect ” : When Labor Leads to Love

  title={The “ IKEA Effect ” : When Labor Leads to Love},
  author={Michael I. Norton and Daniel Mochon and Dan},
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 similar in value to experts’ creations, and expected others to share their opinions. We show that labor leads to love only when labor results in successful completion of tasks; when participants built and then destroyed their… CONTINUE READING

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