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The IKEA effect: When labor leads to love

Publication ,  Journal Article
Norton, MI; Mochon, D; Ariely, D
Published in: Journal of Consumer Psychology
July 1, 2012

In four studies in which consumers assembled IKEA boxes, folded origami, and built sets of Legos, we demonstrate and investigate boundary conditions for the IKEA effect-the increase in valuation of self-made products. Participants saw their amateurish creations as similar in value to experts' creations, and expected others to share their opinions. We show that labor leads to love only when labor results in successful completion of tasks; when participants built and then destroyed their creations, or failed to complete them, the IKEA effect dissipated. Finally, we show that labor increases valuation for both "do-it-yourselfers" and novices. © 2011 Society for Consumer Psychology.

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Published In

Journal of Consumer Psychology

DOI

ISSN

1057-7408

Publication Date

July 1, 2012

Volume

22

Issue

3

Start / End Page

453 / 460

Related Subject Headings

  • Marketing
  • 5205 Social and personality psychology
  • 5201 Applied and developmental psychology
  • 3506 Marketing
  • 1701 Psychology
  • 1505 Marketing
 

Citation

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Norton, M. I., Mochon, D., & Ariely, D. (2012). The IKEA effect: When labor leads to love. Journal of Consumer Psychology, 22(3), 453–460. https://doi.org/10.1016/j.jcps.2011.08.002
Norton, M. I., D. Mochon, and D. Ariely. “The IKEA effect: When labor leads to love.” Journal of Consumer Psychology 22, no. 3 (July 1, 2012): 453–60. https://doi.org/10.1016/j.jcps.2011.08.002.
Norton MI, Mochon D, Ariely D. The IKEA effect: When labor leads to love. Journal of Consumer Psychology. 2012 Jul 1;22(3):453–60.
Norton, M. I., et al. “The IKEA effect: When labor leads to love.” Journal of Consumer Psychology, vol. 22, no. 3, July 2012, pp. 453–60. Scopus, doi:10.1016/j.jcps.2011.08.002.
Norton MI, Mochon D, Ariely D. The IKEA effect: When labor leads to love. Journal of Consumer Psychology. 2012 Jul 1;22(3):453–460.
Journal cover image

Published In

Journal of Consumer Psychology

DOI

ISSN

1057-7408

Publication Date

July 1, 2012

Volume

22

Issue

3

Start / End Page

453 / 460

Related Subject Headings

  • Marketing
  • 5205 Social and personality psychology
  • 5201 Applied and developmental psychology
  • 3506 Marketing
  • 1701 Psychology
  • 1505 Marketing