Want your customers to love your product? Make them build it themselves. That’s the conclusion of new research published in the Journal of Consumer Research. Customers place a higher value on products they build themselves, rating their own work as high as that of experts.
There’s one catch: the construction project has to be completed successfully and retained intact. The researchers demonstrated this by testing conditions where assembly wasn’t completed or was disassembled after completion. Of course, in a typical consumer product, complete and correct assembly is generally a requirement for use, and problems that prevented that would likely result in a product being returned.
Read more about the IKEA effect here: ProductLoveIKEAEffect
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There are Free Lunches: Behavioral Clues to Live Happy in the Economic World is a blog that intends to present updated and relevant information about the "hidden" and only recently uncovered dimensions of the economic science: the behavioral factors. With this blog we intend to promote in Europe and in the rest of the World, the top research articles and perspectives on behavioral economics, decision making, consumer behavior, and general behavioral science. We aim to be followed by journalists, academics, managers, civil servants, and everyone who wishes to improve their daily interaction with the economic world and consequently, their lives' happiness.