The “IKEA effect” - Deepstash
The “IKEA effect”

The “IKEA effect”

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.

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

Food and grocery brands are using the IKEA effect to attract new "value-seeking" customers. The ideal for marketers is having customers do most of the work and feel great about it while perceiving they have gained "greater value for money".

Ready-to-create meal kits are a great example where they use prepackaged raw ingredients that you prepare and cook yourself.

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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.

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Several other important economic behaviors that are connected to the IKEA effect are:

  • The endowment effect: Owning a product increases its perceived value.
  • Effort justification: An individual who makes a sacrifice to achieve a goal attribute greater value to the achievement.
  • Personal preference: The fact of being attached to a particular brand.

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RELATED IDEA

The decoy effect

It happens when consumers change their preference between two options when presented with a third option, or decoy.

The decoy is priced to make one of the other options much more attractive. The decoy is not intended to sell, just to nudge consumers away from the competitor and towards the target.

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Recessions come and go
  • A recession is "good" or "bad," depending on who it impacts and how badly it affects them.
  • In the last thirty years, a recession has come and gone somewhere in the world every few years.
  • Globally, economies are in recession 10-12% of the time.
  • Economic booms are just as frequent.

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Cognitive biases

...are common thinking errors that harm our rational decision-making.

We don't always see things as they are. We don't simply glean information through the senses and act on it; instead, our minds give that info their own spin, which can sometimes be deceptive.

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