IKEA Effect

We’ll pay disproportionately more for something we’ve helped create

Allowing customers to have some involvement in the creation of your product leads to a powerful emotional connection between the two.

Norton, Mochon & Ariely (2011). The ‘IKEA effect’: When labor leads to love. Harvard Business School Marketing Unit Working Paper, (11-091).

The study

Setup

52 people were split into two groups and given IKEA boxes: either fully-assembled or unassembled that  they were asked to put together.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Results

Those tasked with assembling their box were willing to pay a 63% premium for it during the subsequent bidding process over those given the pre-assembled boxes.

np_read_2490885_000000

Norton, Mochon & Ariely (2011). The ‘IKEA effect’: When labor leads to love. Harvard Business School Marketing Unit Working Paper, (11-091).

Key Takeaways

Provide personalization options early in your order flow to engender a sense of ownership and significantly improve conversion. Apple do this with their customizations for a new computer, as do new car showrooms. How can you add a low-risk, satisfying sense of creation into your existing products or services, especially around your USPs?

Don’t create choice overload and stress with too many pre-purchase customizations. Similarly, keep any post-purchase building effort simple, fun and low risk.  What core parts of your product manufacture should always remain out of customer hands?

Frame involvement as a value-add experience and not a labour-cost-saving exercise. How much this is felt may depend on your brand, your product and what you allow to be crafted by customers. 

IKEA Effect

We’ll pay disproportionately more for something we’ve helped create

Allowing customers to have some involvement in the creation of your product leads to a powerful emotional connection between the two.

Norton, Mochon & Ariely (2011). The ‘IKEA effect’: When labor leads to love. Harvard Business School Marketing Unit Working Paper, (11-091).

The study

Setup

52 people were split into two groups and given IKEA boxes: either fully-assembled or unassembled that  they were asked to put together.

Results

Those tasked with assembling their box were willing to pay a 63% premium for it during the subsequent bidding process over those given the pre-assembled boxes.

Key Takeaways

Provide personalization options early in your order flow to engender a sense of ownership and significantly improve conversion. Apple do this with their customizations for a new computer, as do new car showrooms. How can you add a low-risk, satisfying sense of creation into your existing products or services, especially around your USPs?

Don’t create choice overload and stress with too many pre-purchase customizations. Similarly, keep any post-purchase building effort simple, fun and low risk.  What core parts of your product manufacture should always remain out of customer hands?

Frame involvement as a value-add experience and not a labour-cost-saving exercise. How much this is felt may depend on your brand, your product and what you allow to be crafted by customers. 

IKEA Effect

We’ll pay disproportionately more for something we’ve helped create

Allowing customers to have some involvement in the creation of your product leads to a powerful emotional connection between the two.

The study

Setup

52 people were split into two groups and given IKEA boxes: either fully-assembled or unassembled that  they were asked to put together.

Results

Those tasked with assembling their box were willing to pay a 63% premium for it during the subsequent bidding process over those given the pre-assembled boxes.

np_read_2490885_000000

In detail

Related "Wilds"

Connected to

Running workshops?

IKEA Effect

is included in Box One of our physical workshop tool.
is included in Box Two of our physical workshop tool.
Box One