Abstract

http://ssrn.com/abstract=1777100
 
 

References (60)



 
 

Citations (2)



 


 



The 'IKEA Effect': When Labor Leads to Love


Michael I. Norton


Harvard Business School - Marketing Unit

Daniel Mochon


Tulane University - A.B. Freeman School of Business

Dan Ariely


Duke University - Fuqua School of Business

March 4, 2011

Harvard Business School Marketing Unit Working Paper No. 11-091

Abstract:     
In a series of studies in which consumers assembled IKEA boxes, folded origami, and built sets of Legos, we demonstrate and investigate the boundary conditions for what we term the “IKEA effect” – the increase in valuation of self-made products. Participants saw their amateurish creations – of both utilitarian and hedonic products – as similar in value to the creations of experts, and expected others to share their opinions. Our account suggests that labor leads to increased valuation only when labor results in successful completion of tasks; thus when participants built and then destroyed their creations, or failed to complete them, the IKEA effect dissipated. Finally, we show that labor increases valuation of completed products not just for consumers who profess an interest in “do-it-yourself” projects, but even for those who are relatively uninterested. We discuss the implications of the IKEA effect for marketing managers and organizations more generally.

Number of Pages in PDF File: 34

working papers series





Download This Paper

Date posted: March 4, 2011  

Suggested Citation

Norton, Michael I. and Mochon, Daniel and Ariely, Dan, The 'IKEA Effect': When Labor Leads to Love (March 4, 2011). Harvard Business School Marketing Unit Working Paper No. 11-091. Available at SSRN: http://ssrn.com/abstract=1777100 or http://dx.doi.org/10.2139/ssrn.1777100

Contact Information

Michael I. Norton (Contact Author)
Harvard Business School - Marketing Unit ( email )
Soldiers Field
Boston, MA 02163
United States
Daniel Mochon
Tulane University - A.B. Freeman School of Business ( email )
7 McAlister Drive
New Orleans, LA 70118
United States
Dan Ariely
Duke University - Fuqua School of Business ( email )
Box 90120
Durham, NC 27708-0120
United States
(919) 381-4366 (Phone)
Feedback to SSRN


Paper statistics
Abstract Views: 29,033
Downloads: 13,829
Download Rank: 104
References:  60
Citations:  2
Paper comments
No comments have been made on this paper

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo3 in 0.562 seconds