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Updated: Nov 15, 2023

Marketing Challenge Day 7: The Ikea Effect

What is the Ikea Effect?

Have you ever embarked on an epic journey of self-assembly with an IKEA flat-pack? You know the one—where an allen wrench becomes your trusty sword, and puzzling diagrams become your map to glory. If you've experienced the inexplicable joy of building your own furniture, you've likely encountered the enchanting "IKEA Effect." In today's blog post, we're diving headfirst into this quirky phenomenon to unravel why we often hold the things we've helped create in such high regard.

Today's Marketing Challenge!

Today's challenge is a bit different! Let's walk through what the Ikea Effect is and how in application to your business it can help you and your audience grow with each other! The Ikea Effect is a basis for pride within ones' business and ones' self! Let's dive in!

What's the Deal with the IKEA Effect?

The IKEA Effect is like that magical potion that makes you adore your DIY creations, even if they're not quite up to professional standards. Coined by the brilliant minds of Michael Norton, Daniel Mochon, and Dan Ariely, this psychological quirk hints that we treasure items more when we've had a hand in their birth. Let's dig into the fun side of this effect and see how it affects our lives.

Unveiling the Magic of Creation

At the heart of the IKEA Effect is the delightful act of creation. When you participate in the making of something, your brain rewards you with a hearty dose of accomplishment, pride, and a sense of ownership. It's not just about the finished product; it's about the rollercoaster ride you took to get there. Those moments spent deciphering cryptic instructions, wrestling with screws, and making your own personal mark all add up to a unique bond between you and your handcrafted treasure.

The Love is Real: Emotional Investment

The IKEA Effect is basically a testament to the power of emotional investment. Whether you're wrestling with furniture assembly, crafting a DIY masterpiece, or whipping up a culinary creation from scratch, you're not just making something—you're falling in love with it. Your time and effort become an emotional labor of love, transforming your once-clumsy DIY project into something deeply personal. Suddenly, those quirks and "character" become endearing features rather than flaws.

"I Am Groot": Sense of Ownership

The IKEA Effect transforms products into more than mere things; they become reflections of your capabilities and creativity. You see yourself in the end result. Your handcrafted bookshelf isn't just a bookshelf; it's a testament to your DIY prowess. The connection between you and your creation deepens, forging a bond that's stronger than the mightiest allen wrench.

Putting the IKEA Effect to Work

The IKEA Effect isn't just for Swedish furniture enthusiasts; it has practical applications in various areas. For businesses, it's an invitation for customers to co-create, personalize, and invest in their products. It builds a sense of ownership and unbreakable brand loyalty. In the world of education, it means allowing students to help design their learning journey, making them feel invested and motivated.


The IKEA Effect is a glorious celebration of the joys of creation and participation. It highlights the profound connection we have with the things we've handcrafted, be it assembling furniture, crafting unique gifts, or whipping up your signature dish. It underscores the importance of not just the finished product, but the journey and effort that make it uniquely yours. So, the next time you're navigating the maze of DIY furniture assembly or crafting your masterpiece, remember that it's not just about the end product; it's about the pride, connection, and sense of ownership that come with it.

Where can the Ikea Effect play into your life and business for growth?

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