" Why do shopper wait in long lines to buy stuff that needs assembly? Recent research from Harvard Business School's Michael I. Norton and colleagues Daniel Mochon (University of California at San Diego), and Dan Ariely (Duke) may hold the key. Their data also helps explain the reason behind several common organizational downfalls."

In the researchers' paper The IKEA Effect: When Labor Leads to Love, the message is clear. Consumers value things more when their own effort is required to build them. There is enjoyment in showing off our "creations" to others. Even if a person does a crummy job putting it together, he values products that he assembles more than those he doesn't. This trend helps IKEA not only save money but also help them to draw more consumers, because everyone is excited to assemble their own stuffs with detailed instruction and little effort.



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