The IKEA effect: how we value the fruits of our labour over instant gratification

If you make things more laborious, the consumers will value them more.

In the 1950s, a US food company wanted to sell more of its brand of instant cake mixes. They were advised to replace powdered eggs with fresh eggs because the all-instant cake mix makes baking too easy. It undervalues the labor and skill of the cake maker.

Labor alone can be sufficient to induce a greater liking for your own work. A study confirmed the phenomenon. Experiments involved assembling IKEA boxes, folding origami, and building with Lego.

• The results showed participants valued items they assembled themselves more, demonstrated by their willingness to pay to keep it.
• However, when participants spent too much time building or deconstructing their creations, or failed to complete the task, their willingness to pay for the item declined.