The secret behind

IKEA EFFECT
SWIPE
The IKEA Effect
This effect states that people
attribute more value to
products they’ve helped create.

In other words, labor leads to

love.

Jay Karia
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Research into the
IKEA effect
The following experiment was
conducted by Michael I. Norton
of Harvard Business School,
Daniel Mochon of Yale, and
Dan Ariely of Duke. They
published the results of three
studies in 2011 which looked
into the IKEA effect.

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Two groups were
given IKEA boxes..
One group was given fully-
assembled versions. and the
other group was given
unassembled boxes, which they
were told to put together.

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Results:
Those who created felt
accomplished and fond of an
item (Unassembled group)

Those who were given fully

assembled versions felt far less
fond of the item.

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Let me simplify...
This effect demonstrates that
by encouraging people to
actively participate in the
development of something
they’ll be more likely to
consider it valuable.

USER EFFORT PRODUCT DESIGN HAPPY CUSTOMER

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Putting effort =
Increased Value
The study also showed, that
people who built a simple IKEA
storage box themselves were
willing to pay more for a box
than people who were just
given a fully built box.

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Ikea effect to work,
three factors must be
met:
Effort
Display of competence
Completion

Making the effort is important,

but participants should also be
able to complete the task.

Jay Karia
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Marketing Takeaways
Get people to interact with
your product.

Give customers an option to

customize your product.

Offer experiences that are

challenging, but not too
challenging.

Jay Karia
@JayKaria.Content 09
 Jay Karia
@JayKaria.Content

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