The IKEA Effect: How Effort Creates Meaning
The More We Do, The More We Care
Ever spent hours assembling an IKEA bookshelf, only to feel an immense sense of accomplishment and pride – like you just built the Eiffel Tower? You’re not alone. As it turns out, we tend to overvalue things we create ourselves, even if they are objectively worse than a professionally made version. This psychological phenomenon, known as the IKEA effect, explains why that slightly wobbly, painstakingly built coffee table feels far more special than a pre-assembled one from the store.
But why does this happen? Why do we attach so much meaning to things we put effort into, even if they aren’t perfect? Let’s break down the psychology behind the IKEA effect and explore how it shapes everything from marketing strategies to even our personal relationships – because believe it or not, it’s not just about furniture.
The IKEA effect is a cognitive bias that occurs when people place a disproportionately high value on things they’ve helped create, regardless of the quality of the end result. Named after the popular Swedish furniture company IKEA, where customers often assemble their own items after purchase, this term was coined by behavioral economists Michael Norton, Dan Ariely, and Daniel Mochon. Their research showed that individuals are more emotionally attached to self-made products, simply because they’ve invested time and effort into building them. Whether it’s a LEGO set, a home-cooked meal, or a slightly crooked bookshelf, we have a tendency to love the fruits of our labour – not because they’re better, but because we made them. This reflects how personal investment enhances perceived value. It often makes our creations feel more meaningful than mass-produced alternatives.
So, what exactly is happening in our brains when we fall in love with our own handiwork? One explanation is the concept of effort justification – a principle from the cognitive dissonance theory that suggests that the more effort we put into something, the more we convince ourselves it was worthwhile. In simpler words, if assembling a chair takes three frustrating hours and one emotional breakdown, our mind insists it must be valuable. Then there’s the endowment effect, which tells us that we naturally overvalue things simply because they belong to us. Add in the dopamine rush we get from completing a task (especially one that involves our hands and problem-solving), and suddenly that uneven side table feels like the Colosseum. On a deeper note, we begin to weave what we’ve built into our sense of self, seeing it as a reflection of our own competence and ability, rather than simply a piece of furniture.
A well-known study by Norton et al. offers clear evidence of the IKEA effect in action. In their experiment, participants were either asked to assemble a basic IKEA ‘Kassett’ storage box or were given an identical pre-made one. After this, participants were asked to put a value on their boxes, as in how much they would pay for them. Interestingly, those who built the box themselves were willing to pay significantly more than those who merely inspected it. They also rated the product more favorably, despite its common simplicity across both groups. This suggests that the act of building something, even something mundane can inflate both one’s perception of value and emotional connection, further highlighting the idea that effort enhances meaning.
Furthermore, the business world has long caught on to the magic of the IKEA effect – and they’re putting it to work in clever ways. IKEA’s flat-pack furniture model isn’t just about cost efficiency; it’s a strategy that taps into our need to feel engaged and involved. When you build it yourself, you value it more, and that sense of ownership keeps you coming back. Take Starbucks for instance, with its practically endless customizations, turns your coffee order into something that is uniquely yours, making it much harder to switch to a generic alternative. (Just something to keep in mind next time you are ordering your double-shot-almond milk-upside-down-hazelnut-with no nut-mocha-latte!) But this effect isn’t just confined to consumerism. We see it in our daily lives, too. From group projects where people cling to their own ideas, to relationships that feel deeper because they’ve been “worked on,” effort and emotional value are tightly intertwined. The IKEA Effect reminds us that what we create, we care about—and smart brands, teachers, and even friends know how to use that to their advantage.
At its core, the IKEA Effect reveals a simple truth – we value what we invest ourselves in. Whether it’s a box, a relationship, or a business idea, the more effort we put in, the more meaningful it becomes, flaws and all. It’s not just about the finished product; it’s about the journey, the struggle, and the sense of pride that follows. So next time you're knee-deep in instruction manuals and screwdrivers, pause and ask yourself – are you just building a chair, or are you building connection, identity, maybe even joy?
Because in the end, it turns out that the things we struggle to build might just end up building us.
Written by Kabir Ratra
Compiled & Edited by Kabir Ratra
References:
Bolton, Robyn. “The IKEA Effect Is Creating Zombies. Here’s How to Fight Them. - Mile Zero.” Mile Zero, 26 Oct. 2020, www.milezero.io/2020/10/26/ikea-effect-is-creating-zombies-fight-them/. Accessed 3 April 2025.
“IKEA Effect - the Decision Lab.” The Decision Lab, 2019, thedecisionlab.com/biases/ikea-effect. Accessed 7 April 2025.
“Kleinanzeigen.” Kleinanzeigen, 2022, www.kleinanzeigen.de/s-anzeige/2x-ikea-kassett-box-fuer-dvds-blu-rays-weiss-26cm-x-20-5cm-x-14-5cm/3077293495-88-4506. Accessed 13 June 2025.
Norton, Michael I., et al. “The ‘IKEA Effect’: When Labor Leads to Love.” SSRN Electronic Journal, vol. 22, no. 3, 2011, https://doi.org/10.2139/ssrn.1777100.
“The IKEA Effect: Do Hard Things | the Curiosity Chronicle.” Sahilbloom.com, 2025, www.sahilbloom.com/newsletter/the-ikea-effect-do-hard-things. Accessed 10 June 2025.