Your Daily Dose of NPR Enlightenment

The IKEA Effect

In Morning Edition, NPR, Science on February 6, 2013 at 5:44 pm

What if it isn’t love that leads to labor, but labor that leads to love? That is the question Tulane University marketing professor Daniel Mochon cheerfully discusses on Morning Edition today – and how IKEA plays a role in our sense of competence.

People made to feel incompetent may be more vulnerable to the Ikea Effect.

People made to feel incompetent may be more vulnerable to the Ikea Effect.

“…people attach greater value to things they built than if the very same product was built by someone else. And in new experiments, researchers have discovered why it happens: Building your own stuff boosts your feelings of pride and competence, and also signals to others that you are competent.”

 

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  1. Hilarious.. Its like he’s never heard of people doing things for themselves and enjoying the product of their labor> This is called pride.

  2. Why? Do we sometimes think that ‘only we can build it best’ and then prove ourselves wrong?

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