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.

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".

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