What is the IKEA Effect?

Often people IKEA’s We hear you disparaging sales policy. But ironically, people who buy and install their furniture from here are often happier with them. The company that sells disassembled furniture instead of selling a normal ready-made furniture is actually to reduce costs had previously declared.

But a study published in the Journal of Consumer Psychology suggests that on the psychology side proved to have profound effects. In this context, the IKEA effect emerged and it was seen that the furniture industry covered an area far beyond. children’s from the surprise egg Let’s look at this concept together, which explains that you love the toys that come out more and that you value the things you make yourself more.

Roughly what is this IKEA effect?

Mike Norton, Daniel Mochon and by Dan Ariely This state of affairs involves us placing greater value on the things we contribute to the finalization. For example, we can look at children’s toys that come out of surprise eggs. Combining these with a few simple steps, children can spend more time with those toys.

Same situation in LEGOs also valid. The LEGOs, which are loved by both children and adults, come completely disassembled from the box, and when people combine these pieces and look at the final form achievement He lives the feeling to the fullest.

The effect is named after IKEA’s When we look at the products, we see furniture that is presented as disassembled. Likewise, in order to bring them to their final state, time, time and effort needs to be separated. When everything ends happily, we are together with the feeling of success, as in the previous ones.

Everything looks pretty normal, doesn’t it? So what makes this a problem then?

What makes this problematic is what we’ve come up with. as if we were in love. For example, when we make a chair that we bought from IKEA and sit on it, shaking We can ignore it or even ignore it. However, when a friend comes, the rocking of the chair may attract his attention more, as he can look at it with a more objective eye. This is exactly what makes this situation problematic: of our objectivity to get ahead.

To better understand the situation, let’s take a look at a different study that was done

In this study, we have 3 groups. These making origami from the first from the latter to those that are only done when requested valuations Waiting. In the third group professional There are people who make origami.

Among the inexperienced people in the first group crane bird they are asked to do. This group, which naturally did not perform flawlessly, is then asked how much they would pay if they wanted to keep their work. After the answers are received, the value of these defective cranes is asked to the second group. But this time made by experts cranes are also included in the comparison.

• In order from left to right; the inexperienced group’s valuation of their cranes, the second group’s valuation of the cranes made by the first group, and the second group’s valuation of the cranes made by the experts

As a result, the first group made their own figures. more valuable than usual found to be found. The value they put on theirs on the chart compete with experts you can see.

So why does this occur?

The reason for the IKEA effect psychological It is thought to arise out of a need. If it is ‘feel not capable’ need. Let’s say here that this situation has nothing to do with looking talented from the outside. Because the situation is more from ourselves It’s about our satisfaction. The sense of achievement that we have been talking about from the beginning also feeds this.

Seeing the time, money and effort get somewhere when we put in the same way we don’t want and with us identifying with The fact that we love things more also plays a big part here. What we do, so to speak, about the things we put out last embellishments also cause this effect. After all, no one wants their effort to go to waste or to think it’s gone.

It is necessary to be objective in order to be protected from this effect and to be aware of both what we have and those around us.

For this, it is about what our needs and wants are. to think honestly needs. For example, a piece of furniture that you can buy whole from a different place may be a little cheaper than at IKEA. At this point, do you want to pay more to install the furniture in IKEA or just buy the furniture you need and get back to your other work?

Of course, as long as you are honest, one of these options is right and the other is wrong. we cannot say. Because these are the decisions you will make based on your personal preferences. One of two people who collect car models LEGO while the other collects their models diecast can collect metal models. Which side would you be on in this situation? You can share your thoughts in the comment section.

resources: Medium, Barış Özcan, The Decision Lab, Pete Judo, Business Insider