Ikea effekten

Jag fick äran att gästblogga på istudymedicine.com... och bestämde mig för att skriva om Ikea effekten =) 


The IKEA- effect

A Billy book shelf from IKEA should look the same whether it's sold in Sweden or in the US. But behavioral economic researcher Dan Ariely and his accomplice Mike Norton claim that we become extra happy with our IKEA furniture if we put the parts together ourselves. 


In one of their experiments, they showed how bankers reacted more positively to Lego figures they built themselves than to those their colleagues had built. Although they had all built exactly the same Lego figures. In another experiment, they let people specify how much they were willing to sell paper figures for that they had made themselves. The same people were also asked how much they were willing to pay for others' paper figures. The difference between what one's own paper figure would be sold for and what one would pay for others was very large.

We value stuff we've made ourselves more, but we also believe that others value our stuff just as much as we do, says Professor Dan Ariely of Duke University, and points out that the effect not only extends to the furniture but also to children.
When I'm out with my kids, I am always amazed that not all pause to note how beautiful and special they are.


To learn more about behavioral economics visit Dan Arielys homepage www.danariely.com

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