IKEA effect explains the cognitive bias that says building something with your own hands creates a deeper connection with the item than simply owning it after purchase.
“Making” and “assembling” give us the satisfaction of having turned something we can see the result of into a tangible object, thereby deepening our relationship with the item. Often, this work also leads people to over‑inflate their own creativity, even when the item is poorly made or easy to assemble.
If we’ve managed to do it, we love it.
- The same principle underlies the success of many food brands that offer LEGO-like or semi‑finished products (similar to ready‑to‑eat meals but requiring your final touch). This process is more cost‑effective than you might think, as it reduces expenses and simplifies the job.
The higher the effort, contribution, or input required from the customer, the higher the price they are willing to pay. However, if the required effort is too great or the contribution too small, people are unlikely to complete the task. The IKEA effect only works when the user actually carries out the task.
- How many times have you seen on YouTube someone open a Apple product’s box and carefully peel off the plastic film?
When you buy a new iPhone, Apple isn’t just selling you a smartphone; it also sells you the experience from the moment you talk to the Apple salesperson until you get home and nervously remove the protective film.
The same phenomenon appears in literature, games, or movies. For a work to be satisfying, our protagonist must inevitably face challenges up to a certain point.
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A friend of mine, when designing a website, asks the client to provide specific materials, text, or images, and also to look for reference sites. During this time, I allow them to intervene with suggestions and tweaks, and finally present the demo. The client naturally likes it; all of this turns them into an active participant in the creative process—they become the salt in the soup. [1]