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What is Understanding the IKEA Effect about?

The IKEA effect is a cognitive bias where people value products more that they have put effort into assembling or customizing themselves. Researchers coined the term after experiments where participants who assembled IKEA boxes themselves stated they would pay more for the boxes than people who received pre-assembled boxes. The effect occurs because effort justification causes people to increase the perceived value of goals they made sacrifices for. Allowing some level of customization or control can increa

Author

Rajat Jain

Language

EN