Management and Organizational Studies 3321F/G Chapter Notes - Chapter 2: Origami, Ikea
28 Sep 2018
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The ikea effect: when labor leads to love the notion that labor can increase people"s willingness to pay is an underlying theme. When people imbue products with their own labor, their effort can increase their valuation. We suggest that labor alone can be sufficient to induce greater liking for the fruits of one"s labor: This ironic link between the arduous, unpleasant nature of tasks and their simultaneously rewarding properties has received extensive attention by re- searchers exploring effort justification. Demonstrated that the more effort people put into some pursuit, the more they come to value it. We suggest that the psychological process by which labor leads to love requires consideration of an additional crucial factor: the extent to which one"s labor is successful. People ruminate more on tasks that they fail to complete, leading to negative affect and regret. Demonstrates the basic effect, showing that participants who assemble utilitarian products value them more highly than identical pre-assembled products.
