The IKEA effect: When labor leads to love

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The IKEA effect: When labor leads to love

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Title: The IKEA effect: When labor leads to love
Author: Norton, Michael Irwin; Mochon, Daniel; Ariely, Dan

Note: Order does not necessarily reflect citation order of authors.

Citation: Norton, Michael I., Daniel Mochon, and Dan Ariely. 2012. “The IKEA Effect: When Labor Leads to Love.” Journal of Consumer Psychology 22 (3) (July): 453–460.
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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 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 creations, or failed to complete them, the IKEA effect dissipated. Finally, we show that labor increases valuation for both “do-it-yourselfers” and novices.
Published Version: doi:10.1016/j.jcps.2011.08.002
Terms of Use: This article is made available under the terms and conditions applicable to Open Access Policy Articles, as set forth at
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