How the IKEA Effect Makes You Love What You Build

In this episode of Marketing Psychology, Lucas and Luna explore the IKEA effect — why consumers place a higher value on products they have partially assembled or created themselves. Using real-world examples like Build-A-Bear and IKEA's own Billy bookcase, they unpack the psychological drivers behind this bias: effort justification, ownership, and competence signaling. The discussion also touches on how brands from food kits to software use co-creation to boost loyalty. Listeners will learn one actionable insight: why letting customers 'work' for a product can increase perceived value by up to 63 percent, according to a 2011 Harvard study. #IKEAEffect #MarketingPsychology #ConsumerBehavior #EffortJustification #BehavioralEconomics #CoCreation #BuildABear #IKEA #BillyBookcase #ValuePerception #EndowmentEffect #Customization #DoItYourself #Loyalty #HarvardStudy #Marketing #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo