The IKEA Effect: Why You Love Things More When You Build Them Yourself
Imagine this: you spend an afternoon crouched on the floor, surrounded by wooden boards, screws, and an instruction booklet filled with illustrations that somehow look both too simple and too complicated. By the end, your knees ache, your screwdriver hand is cramping, and you’ve muttered a few choice words under your breath. But there it stands — the bookshelf you built yourself. And you can’t help but feel proud. That pride is no accident. It’s a well-documented psychological phenomenon called the IKEA Effect, a term coined to describe our tendency to place a higher value on things we’ve had a hand in creating — even when the end product isn’t perfect. It’s not just furniture. It’s cakes you’ve baked, gardens you’ve planted, blogs you’ve written, and puzzles you’ve solved. At its heart, the IKEA Effect is a fascinating blend of human psychology, emotion, and bias. It explains why we’re often willing to overlook flaws in something if we’ve contributed our time, skill, and sweat to it. And it also reveals how companies, knowingly or not, tap into this instinct to make us more invested — literally and emotionally — in their products.
What Is the IKEA Effect, Really?
The concept comes from a 2011 study by behavioral scientists Michael Norton, Daniel Mochon, and Dan Ariely. They ran experiments where participants were asked to assemble origami figures, Lego structures, and simple pieces of IKEA furniture. When later asked how much they would pay for these items, the builders consistently valued their own creations far higher than identical, professionally-made versions.
The researchers found that this bias held true across multiple situations, whether the task involved folding paper or hammering nails. The act of creation — no matter how clumsy — infused the object with a sense of ownership, pride, and personal value that went far beyond its objective worth. This isn’t just about craftsmanship. Even if the final result looked like a lopsided mess, people still thought their creation was worth more. It’s a testament to how deeply our minds connect effort with value.
Why We Love What We Build
Effort Equals Investment
When we work hard on something, we unconsciously believe it must be valuable — otherwise, why would we have bothered? This is a form of effort justification, where our brains rationalize that the time, energy, and even frustration we’ve put in must mean the outcome is worth it. Take, for example, the satisfaction of assembling a complex puzzle. The effort to find each piece and the time spent searching and assembling create a deeper connection to the finished image.
Pride of Creation
Finishing a project, especially one with visible results, sparks a surge of dopamine — the brain’s “reward” chemical. That feeling of “I did this” sticks with us, making the object feel special in a way a store-bought equivalent never could. Remember the last time you tried a new recipe and it turned out delicious? That satisfaction is not just about taste; it’s about knowing you made it happen.
Identity and Ownership
A mass-produced chair from the store might be functional, but when you’ve put it together yourself, it becomes a reflection of your own abilities. You’ve left your fingerprints on it, metaphorically and sometimes literally. It’s no longer just a chair — it’s your chair. This personal connection often leads to a sense of pride and a unique attachment that can’t be replicated by simply purchasing a finished product.
The Struggle-Success Connection
The IKEA Effect is strongest when the task is challenging but doable. If something is too easy, we don’t feel accomplished. If it’s so hard we have to give up and let someone else finish it, the attachment disappears. The sweet spot is that zone where it tests our patience just enough to make finishing feel like a triumph. Consider a DIY home improvement project, like painting a room. The effort involves prep work, painting, and cleanup, but the final reveal brings immense satisfaction and pride.
Practical Tips to Harness the IKEA Effect
Start Small
If you’re new to DIY projects, start small to build confidence. Try assembling a simple piece of furniture or engaging in a fun craft project. These smaller tasks can provide a sense of accomplishment and prepare you for larger projects.
Embrace Imperfection
Perfection is not the goal; the process is where the value lies. Allow yourself to make mistakes and learn from them. This mindset will help you enjoy the journey and appreciate the final product more.
Involve Others
Involving friends or family in your projects can enhance the experience. Not only does it bring people closer together, but it also allows for shared pride in the completed task. Consider organizing a group project, like building a garden bed, where everyone can contribute and enjoy the results.
Document the Process
Take photos or write about your project as it unfolds. Documenting your progress can help you appreciate the effort and serves as a reminder of your hard work and creativity. Plus, it allows you to share your journey with others, potentially inspiring them to take on their own projects.
When the IKEA Effect Backfires
While the IKEA Effect can make life more fulfilling, it can also cloud judgment. We can become irrationally attached to things simply because we made them — even if they’re impractical, flawed, or downright ugly. This is why people sometimes keep crumbling DIY shelves instead of replacing them, or why entrepreneurs cling to a failing business idea because they “built it from the ground up.” It’s closely linked to the sunk cost fallacy, where we continue investing in something just because we’ve already invested so much.
Recognizing When to Let Go
It’s crucial to recognize when the emotional attachment is overshadowing practicality. If a project is consuming too much time or resources without yielding the desired results, it may be time to reassess and let go. Consider setting milestones or deadlines to evaluate whether continuing a project is worthwhile.
Balancing Emotion with Logic
Balancing emotion with logic can prevent the IKEA Effect from leading to poor decisions. Objectively evaluate your projects based on their functionality, aesthetics, and overall value. Seek input from others who can provide an outsider’s perspective, helping you make more informed decisions.
How Companies Harness the IKEA Effect
Businesses know that getting customers involved in the creation process can lead to deeper emotional connections — and more sales.
Furniture & Home Goods
IKEA made this their entire business model, but companies like Wayfair, Muji, and even Home Depot have found ways to make customers part of the assembly process. This strategy not only reduces costs but also increases customer satisfaction and loyalty.
Meal Kits
HelloFresh, Blue Apron, and similar services let you “create” dinner, which makes it feel more satisfying and worth the price. These companies provide the ingredients and instructions, but the customer is the one who brings the meal to life, making it more personal and enjoyable.
Tech & Customization
PC-building, sneaker customization, and build-your-own guitar kits are prime examples. People love these products more because they’ve put something of themselves into them. The hands-on experience of building or customizing creates a deeper connection to the final product.
By making customers co-creators, brands aren’t just selling a product — they’re selling the pride that comes with building it.
Using the IKEA Effect in Your Own Life
Even outside of shopping, the IKEA Effect can be a powerful tool for increasing satisfaction and meaning.
DIY Your Surroundings
Build or customize at least one thing in your home. It doesn’t have to be perfect — that’s not the point. Even a small project, like creating a custom photo frame, can bring a sense of accomplishment and personal touch to your living space.
Cook Instead of Buy
Meals feel richer (and often taste better) when you’ve prepared them yourself. Experimenting in the kitchen allows you to express creativity and make meals that reflect your personal tastes and preferences.
Learn by Doing
Instead of outsourcing tasks, try your hand at them. The skills you gain will make the results more valuable. Whether it’s fixing a leaky faucet or sewing a button, tackling these tasks can boost your confidence and reduce reliance on outside help.
Personalize Your Belongings
Even a small change — painting, engraving, or altering something — can make it feel truly yours. Personalizing items, like adding a monogram to a bag or painting a unique design on a planter, can create a stronger emotional connection.
Conclusion
The IKEA Effect isn’t just a fun psychological tidbit. It’s a reminder that value is not purely objective. Sometimes, our love for an object has nothing to do with its market price or quality and everything to do with the story of how it came to be — and our role in that story. When we invest our own effort into something, we transform it from a mere object into a piece of our personal history. And maybe that’s why, long after a store-bought piece of furniture falls apart, we still fondly remember the afternoon we spent building “that wobbly bookshelf” — because it wasn’t just about the shelf. It was about us.
