The Ikea Effect Why We Love What We Build

Episode 11 of Marketing Psychology with Fexingo explores the Ikea effect—the psychological bias that makes us overvalue things we've put effort into. Lucas and Luna break down the 2011 study by Norton, Mochon, and Ariely that gave the phenomenon its name, with experiments showing participants valued their own folded origami nearly five times higher than experts' estimates. The hosts examine how companies from Lego to meal-kit services deliberately insert moderate effort to boost perceived value and customer loyalty. They also uncover the darker side: when effort backfires and why 'just enough' friction is critical. This episode is grounded in the specific data and real-world applications of a bias that shapes billions in consumer spending. #IkeaEffect #MarketingPsychology #BehavioralEconomics #ConsumerBehavior #EffortBias #Lego #MealKits #DanAriely #NortonMochonAriely #PerceivedValue #CustomerLoyalty #MarketingStrategy #Business #FexingoBusiness #BusinessPodcast #Marketing #Psychology #EffortJustification Keep every episode free: buymeacoffee.com/fexingo