The Ikea Effect: Signaling and Restoring Feelings of Competence

We argue that the IKEA effect – consumers’ willingness to pay more for self-made products – is driven by these products’ ability to signal competence. We demonstrate that threatening consumers’ sense of competence increases their propensity to make things themselves, while affirming their competence decreases the value they derive from their creations.



Citation:

Daniel Mochon, Michael Norton, and Dan Ariely (2012) ,"The Ikea Effect: Signaling and Restoring Feelings of Competence ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 53-57.

Authors

Daniel Mochon, Tulane University, USA
Michael Norton, Harvard Business School, USA
Dan Ariely, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

A Complete Consumer Journey: Tracking Motivation in the Marketplace

Jacob Suher, Portland State University
Szu-chi Huang, Stanford University, USA
Leonard Lee, National University of Singapore, Singapore

Read More

Featured

The Upside of Incompetence: How Discounting Luxury Affects Retailer Price Image

Karen Wallach, Emory University, USA
Ryan Hamilton, Emory University, USA
morgan k ward, Emory University, USA

Read More

Featured

B7. Conceptualizing Brand Arrogance and Its Impact on Consumer Trust

Sampoorna Nandi, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.