Journal
JOURNAL OF CONSUMER PSYCHOLOGY
Volume 22, Issue 3, Pages 453-460Publisher
JOHN WILEY & SONS LTD
DOI: 10.1016/j.jcps.2011.08.002
Keywords
Effort; Labor; Co-creation; Customization; Dissonance
Categories
Funding
- Direct For Social, Behav & Economic Scie
- Division Of Behavioral and Cognitive Sci [1134890] Funding Source: National Science Foundation
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In four studies in which consumers assembled IKEA boxes, folded origami, and built sets of Legos, we demonstrate and investigate boundary conditions for the IKEA effect-the increase in valuation of self-made products. Participants saw their amateurish creations as similar in value to experts' creations, and expected others to share their opinions. We show that labor leads to love only when labor results in successful completion of tasks; when participants built and then destroyed their creations, or failed to complete them, the IKEA effect dissipated. Finally, we show that labor increases valuation for both do-it-yourselfers and novices. (C) 2011 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.
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