The IKEA Effect: When Labor Leads to Love

Michael I. Norton; Daniel  Mochon; Dan  Ariely

Article | Journal of Consumer Psychology | July 2012

The IKEA Effect: When Labor Leads to Love

by Michael I. Norton, Daniel Mochon and Dan Ariely

Abstract

In four studies in which consumers assembled IKEA boxes, folded origami, and built sets of Legos, we demonstrate and investigate boundary conditions for the IKEA effect—the increase in valuation of self-made products. Participants saw their amateurish creations as similar in value to experts' creations, and expected others to share their opinions. We show that labor leads to love only when labor results in successful completion of tasks; when participants built and then destroyed their creations, or failed to complete them, the IKEA effect dissipated. Finally, we show that labor increases valuation for both "do-it-yourselfers" and novices.

Keywords: Demand and Consumers; Product; Valuation; Labor;

Format: Print

8 pages

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Citation:

Norton, Michael I., Daniel Mochon, and Dan Ariely. "The IKEA Effect: When Labor Leads to Love." Journal of Consumer Psychology 22, no. 3 (July 2012): 453–460.

How do the wealthy spend their time, and does their time use relate to their greater well-being? Two large-scale surveys of millionaires and the general population show that millionaires spend their time in surprisingly similar ways as the general population. For example, millionaires spend the same amount of time as the general population cooking, shopping, and eating – and even spend more time on household chores. However, while millionaires and non-millionaires also spend the same amount of time engaging in leisure activities, a critical difference emerged: the wealthy engage in more active leisure (e.g., exercising and volunteering) and less passive leisure (e.g., watching TV and relaxing). Moreover, the extent to which wealthy individuals engage in greater active leisure helps to explain the gap in life satisfaction between millionaires and the general population. Together, these results further our understanding of when and how wealth translates into well-being.

Article | Journal of Personality and Social Psychology

Enacting Rituals to Improve Self-control

D. A. Tian, J. Schroeder, G. Haubl, J. Risen, M. I. Norton and F. Gino

Rituals are predefined sequences of actions characterized by rigidity and repetition. We propose that enacting ritualized actions can enhance subjective feelings of self-discipline, such that rituals can be harnessed to improve behavioral self-control. We test this hypothesis in six experiments. A field experiment showed that engaging in a pre-eating ritual over a 5-day period helped participants reduce calorie intake (Experiment 1). Pairing a ritual with healthy eating behavior increased the likelihood of choosing healthy food in a subsequent decision (Experiment 2), and enacting a ritual prior to a food choice (i.e., without being integrated into the consumption process) promoted the choice of healthy food over unhealthy food (Experiments 3a and 3b). The positive effect of rituals on self-control held even when a set of ritualized gestures enacted were not explicitly labeled as a ritual, and in other domains of behavioral self-control (i.e., prosocial decision-making; Experiments 4 and 5). Furthermore, Experiments 3a, 3b, 4, and 5 provided evidence for the psychological process underlying the effectiveness of rituals: heightened feelings of self-discipline undergirded the facilitative effect of rituals on behavioral self-control. Finally, Experiment 5 showed that the absence of a self-control conflict eliminated the effect of rituals on behavior, demonstrating that rituals affect behavioral self-control specifically because they alter responses to self-control conflicts.

Keywords: Behavior; Perception; Personal Characteristics; Health;

Citation:

Tian, D. A., J. Schroeder, G. Haubl, J. Risen, M. I. Norton, and F. Gino. "Enacting Rituals to Improve Self-control." Journal of Personality and Social Psychology 114, no. 6 (June 2018): 851–876. View Details

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Two samples of more than 4,000 millionaires reveal two primary findings. First, only at high levels of wealth—in excess of $8 million (Study 1) and $10 million (Study 2)—are wealthier millionaires happier than millionaires with lower levels of wealth, though these differences are modest in magnitude. Second, controlling for total wealth, millionaires who have earned their wealth are moderately happier than those who inherited it. Taken together, these results suggest that, among millionaires, wealth may be likely to pay off in greater happiness only at very high levels of wealth, and when that wealth was earned rather than inherited.

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The IKEA Effect: When Labor Leads to Love

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