Beyond Hours with Søren Vasø podcast

The IKEA effect

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Søren Vasø Hansen

The IKEA Effect — From Wikipedia
The IKEA effect is a cognitive bias in which consumers place a disproportionately high value on products they partially created. The name refers to Swedish manufacturer and furniture retailer IKEA, which sells many items of furniture that require assembly.

A 2011 study found that subjects were willing to pay 63% more for furniture they had assembled themselves, than for equivalent pre-assembled items.[1]

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