Latest / Marketing Psychology with Fexingo: Behavioral Triggers, Persuasion, and Consumer Behavior
How the IKEA Effect Makes You Love What You Build
Ever wondered why that IKEA Billy bookcase you assembled yourself feels more valuable than a pre-built one from a furniture store? In this episode, Lucas and Luna unpack the IKEA Effect — a cognitive bias where people place disproportionately high value on products they partially created. They trace the bias back to a 2011 study by Michael Norton, Daniel Mochon, and Dan Ariely at Harvard, who found that participants who assembled IKEA boxes were willing to pay 63% more for them than for pre-assembled ones. The hosts explore how brands like Build-A-Bear Workshop and even home-brewing kits…
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