They then asked the subjects how much they were willing to pay for their own work | A 2011 study found that subjects were willing to pay 63% more for furniture they had assembled themselves, than for equivalent pre-assembled items |
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The research consisted of three different experiments in which the participants built items, folded figures and assembled boxes | And when my iPhone broke down last year, I pulled it apart and learned to fix it so I could keep using it |
The third and final experiment involved two sets of subjects.
5The women's later appraisal of the group's value was proportional to the effort that had been demanded of them before being allowed into the group | Female participants were required to undergo "no initiation, a mild initiation, or severe initiation" before entering a discussion group |
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Research by Dahl and Moreau 2007 suggests that customers are more satisfied when there is a limit to the amount of creativity they can express in assembling a product | All other COVID-19 safety protocols including social distancing and cleaning will stay in place for the time being |
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11The first set were told to completely assemble a piece of IKEA furniture | The researchers pointed out that as a result of earlier consumer psychology studies that essentially pointed to the existence of the IKEA effect, many firms transitioned from viewing consumers as "recipients of value" to instead "co-creators of value |
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In all these cases, the researchers posit, people seem more willing to pay for an item into which they have put a degree of their own labor | Product designers were familiar with the IKEA effect long before it was given a name |
Following this, the researcher asked how much they were willing to pay for an origami built by an expert.
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