Looking at the IKEA effect with someone else's labor : do the values we set for our work and someone else's work differentiate?

Abstract

PURPOSE: In recent years, businesses that have been faced with a very meticulous and much more demanding consumer group tend to include consumers in the marketing and production processes of the goods and services they produce. They feel that they are more interested in, owning more, and valuing more of the things that have contributed to the creation of customers. The IKEA effect, which emerged with the idea that not only consuming but also producing creates a great sense of pleasure in people, is a cognitive bias. What makes the IKEA effect interesting, which has three main principles: “need for competence”, “justification of effort” and “endowment effect”, is that one thinks that labor alone is enough to increase the value of the product. The main purpose of this study, which distinguishes it from other similar studies, is to measure the IKEA effect of an individual against someone else's effort.

DESIGN/METHODOLOGY/APPROACH: This study is a research article that includes an extensive literature review.

FINDINGS: The results show that people value not only their own efforts but also the efforts of others, and in this way, they are exposed to the IKEA effect.

ORIGINALITY/VALUE: What distinguishes this study from other similar studies is that it measures the IKEA effect of the individual against someone else's effort. In addition, the participants were asked the questions about “liking, difficulty, entertainment, talent and disposition” about the product they made, and it was also tried to determine to what extent they were exposed to the IKEA effect.