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The original title: "which one do you choose to assemble the chair yourself or the ready-made chair?" People are willing to pay more for the former. "

Maybe most people think that what you can get without effort is the best. Such as cooked meals, ready-made sets, assembled furniture.

But this is not the case. The study found that we prefer semi-finished products that we make or assemble ourselves to finished products. This phenomenon is called the Ikea effect (IKEA effect).

People prefer semi-finished products assembled by themselves to finished products. | Pixabay Ikea effect was proposed by researchers at Harvard Business School and Duke University in 2011. Their research shows that people still prefer the fruits of their labor and are more willing to pay for such semi-finished products.

It is called the "Ikea effect" because the Swedish furniture maker tends to provide customers with furniture that needs to be assembled, which is widely welcomed by customers.

Where is the self-made furniture better than the ready-made one? | is it a lot of fun when you try to spell out a piece of furniture against the Ikea furniture assembly instructions?

Moreover, the sketch villain in the manual will personally demonstrate all kinds of misspelling, telling you that the screws are used to screw, and the lampshade cannot be worn on your head to prevent you from spelling out a three-legged chair or alien residence. You can get a decent piece of furniture while enjoying DIY.

The villain in the Ikea manual will remind you: don't put the roof on the floor! | Tu Yuan Network, though it is called "Ikea effect" (not advertising for Ikea). But this phenomenon was discovered decades ago.

At that time, an American food company wanted to sell their cake powder. After consulting psychologist Ernest Dichter, he suggested: your cake powder will make people think it's too easy to bake!

Therefore, the most useful promotion method is to remove the egg ingredients from the cake powder and let the customers add their own eggs!

Semi-finished products make people more eager to buy! | in Pixabay's 2011 paper, the researchers concluded that doing so can "add extra labor for customers", which is the key to sales promotion. They call it effort legitimacy, which means "the more you work on something, the more you value it." Moreover, we are even willing to spend more money on semi-finished products than ready-made furniture.

The study proved that even with similar pre-assembled products, participants were willing to buy furniture that needed to be assembled by themselves. And willing to pay 63% more for it.

In another experiment, the first group of participants fully assembled a piece of furniture; the second group only partially assembled a piece of furniture. It turns out that those who fully assemble the furniture are willing to pay more.

People who install their own furniture and are willing to pay more are really not a big injustice. | Pixabay Why do we prefer our own assembled furniture instead of directly enjoying ready-made pre-assembled products?

Although we often say that we want to "ruin", but in psychology, we can not deceive ourselves, or prefer the results we have achieved through our efforts.

In psychology, this is a "cognitive bias". Even if we think of ourselves as rational people, we still have some subjective views on some things, leading to misjudgment. In the Ikea effect, we misjudge what we have created.

But it's best to use your own reason to spell out a chair that you can sit on. | Tuyuan Network assembles furniture by itself, or cooks a semi-finished dish, which is always better than the finished product. This is because when we work and work hard, we also feel a great sense of achievement and prove our ability. And assembling and cooking by yourself is a fun thing in itself.

Research shows that we prefer things related to ourselves. Such as their own cooking, self-assembled furniture, their own efforts to achieve the work and so on. When we complete a set of semi-finished products, it is as if we have left our own mark on these products.

Although they are exactly the same, they always look better than others. | Tu Yuan Network in addition, many people who buy semi-finished products will also find it cheaper. Although this is not the case, this kind of miscalculation will still occur.

All in all, when things become challenging, they may attract us more. This is not only a marketing tool, but also a way to bring happiness and satisfaction.

A 2019 study replicated the "Ikea effect" in children. Children who don't like vegetables also start eating vegetables after cooking with their parents, the study found. Although this method is not always successful (such as the 2021 study), it may help us adjust our lives.

Let children who do not like vegetables cook by themselves, so that they can eat more vegetables? | Pixabay is not only human beings, but other animals in nature also seem to like to challenge themselves. The mice and birds who took part in the experiment preferred the food they had worked hard to get.

As the title of the Ikea effect paper: "when labor produces love". We do not want to ruin and enjoy the finished products all the time, in more time, efforts will bring us more happiness and sense of achievement.

So that's why semi-finished products are more expensive than finished products?

Reference:

[1] https://www.bbc.com/worklife/article/20190422-how-the-ikea-effect-subtly-influences-how-you-spend

[2] Norton, Michael I., Daniel Mochon, and Dan Ariely. "TheIKEA effect: When labor leads to love." Journal of consumerpsychology 22.3 (2012): 453,460.

[3] Radtke, Theda, et al. "Cookingtogether: The IKEA effect on family vegetable intake." Britishjournal of health psychology 24.4 (2019): 896,912.

[4] Raghoebar, Sanne, Ellen van Kleef, andEmely de Vet. "Self-crafting vegetable snacks: testing the IKEA-effect inchildren." British Food Journal (2017)

This article comes from the official Wechat account: bring Science Home (ID:steamforkids), by Skin

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