They are calling it a new psychological phenomenon, “the Ikea Effect.” Three professors who have studied this phenomenon have found that people attach more value to things they build themselves, even if those things are imperfect, like a somewhat wobbly Ikea dresser. In a series of experiments, Professors Mochon, Norton and Ariely and found that people who create their own items such as an Ikea table, Legos or Build-A-Bear, have increased feelings of pride and confidence. The more effort...
