Why Do We Pay to Build IKEA Furniture Ourselves?

Summary

Today on Biriyani for Thought, we discussed the modern phenomenon of the ‘IKEA Effect’. We traced the origins of this term to several journal articles, and analysed the behavioural science behind the concept. We then brainstormed other real-world examples of the IKEA effect and related them to our personal experiences. Our conversation ended with an exploration into the relevance of understanding this effect, both for consumers and for businesses.

References

Consumer Psychology 2012 Article

Cognition 2018 Article

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