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value
You work harder for rewards you did not earn.
In the 2011 'IKEA Effect' study, participants were willing to pay significantly more—in one experiment, 63% more—for products they assembled themselves compared to those assembled by others.
The 20% figure cited is not supported by the original paper, which found a much larger effect size for participants who fully assembled products.
Ownership is a feeling you can trigger with small amounts of effort.
Where this comes from
- Study
- Norton, Mochon, and Ariely, 2011, Journal of Consumer Psychology
- What the check found
- The direction of the claim is correct, but the specific number is inaccurate and understates the effect size reported in the primary research.
- Confidence
- Solid, with limits
Related
One of these every day, and every one names the study it came from. When a finding is contested, it says so.