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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