Participants were asked to create origami by following a set of instructions
They were willing to pay five times more for it than those who hadn’t built it
We place a much higher value on things we have built or created ourselves
See the full study here :
Norton, M. I., Mochon, D., & Ariely, D. (2011). 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
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