Convertize

February 2021

Main menu

  • Features 
    • A/B Testing Features & Plugins 
    • All FeaturesAll A/B Testing Features
    •   
    • Run Smarter Tests
    • Add To Your Pages
    • AutopilotSafer, hassle-free testing
    • PersonalizationCreate a personalized user experience
    • Smart EditorSimple drag-and-drop editing
    • Dynamic TextMatch your titles to your ads
    • Lightning ModeFaster A/B test loading speeds
    • GeolocationTarget your visitor’s location
    • Hybrid StatisticsSuper-fast statistics engine
    • Smart NotificationsCreate and test live notifications
  • Pricing
  • CRO Agency
  • Nudgify
    • Social Proof Notifications 
    • NudgifySocial Proof app for your website
    • Nudgify for ShopifySocial Proof app for your Shopify store
  • Resources
    • Free Tools & Resources 
    • Articles & Guides
    • Tools & Documentation
    • Convertize BlogExpert articles by our CRO team
    • DocumentationHow to use Convertize and run tests
    • What Is A/B TestingAn introduction to A/B testing
    • Significance CalculatorWhat your results mean
    • How To Do A/B TestingFrom beginner to A/B test expert
    • 250+ A/B Testing IdeasA/B testing ideas for any website
    • Conversion Rate OptimizationHow to optimize your website
  • Try for free
  • Login
    • Français

Category menu

  • Categories
  • A/B Testing
  • CRO
  • Psychology
  • Marketing
  • Case Studies
    • Français

IKEA Effect

  • A
  • B
  • C
  • D
  • E
  • F
  • G
  • H
  • I
  • J
  • K
  • L
  • M
  • N
  • O
  • P
  • Q
  • R
  • S
  • T
  • U
  • V
  • W
  • X
  • Y
  • Z
Neuromarketing Glossary » IKEA Effect

What is the IKEA Effect?

The IKEA Effect is a cognitive bias that leads people to place more importance on products they have built themselves.

In a series of four studies, conducted and published in 2012, Michael Norton, Daniel Mochon and Dan Ariely demonstrated that participants who built or assembled an object themselves were willing to pay more for it than they would for items of similar quality to which they had no connection.

When subjects were invited to assemble IKEA furniture, origami or Lego structures, they saw their own amateurish products as equivalent in value to those of professionals. They also expected other people to value them similarly. The researchers did note that the IKEA Effect only took effect after the construction phase.

Examples

According to a 2010 study of “Mass Customisation” products, those in which the consumer designs or customises their purchase, an element of creative input increases the perceived value of a product. Offering advanced customisation options also increases customer satisfaction. However, researchers highlighted the fact that such process could also have negative consequences if the additional choice increased cognitive load or caused choice paralysis. 

IKEA Effect

The IKEA Effect can enhance the perceived value of an object and increase customer satisfaction. Using the IKEA Effect in eCommerce can help improve conversion rates and customer retention.

Share on TwitterShare on FacebookShare on Linkedin

Improve Customer Engagement and
Increase Your Revenue with AB Testing

Try our 14-day free trial - no credit card required

Try for FREE
Book a demo
logo

Convertize Limited
12 Hammersmith Grove
London, W6 7AP
United Kingdom

Try now for FREE

Company

  • About Us
  • Contact
  • Career
  • Press & Publicity
  • Terms & Conditions
  • Privacy Policy
  • GDPR Data Processing Agreement

Products

  • A/B Testing
  • CRO Agency
  • CRO Agency London
  • Nudge Notifications
  • Personalization
  • Plans & Pricing
  • AB Tasty Alternative
  • Google Optimize Alternative
  • Optimizely Alternative
  • VWO Alternative
  • Optimization Platform
  • Social Proof App

Resources

  • A/B Testing Ideas
  • CRO Experts Tips
  • Documentation
  • Examples
  • Help & Support
  • Nudgify Documentation
  • Video Tutorials

Made with in London

Made with in London, UK.