Vliv IKEA efektu na hodnotu statku

In 4 experiments in which students assembled IKEA boxes, built LEGO-like construction sets and folded origami I demonstrate and examine the IKEA effect, which is defined as consumers' willingness to pay more for self-created products than for identical products made by others. I show that their increased valuation is led by the feelings of competence associated with self-created products and that affirming consumers sense of self decreases the value one derives from his creations. I found that students value more their labor only when labor results in successful completion of task regardless of whether they are "do-it-yourselfers" or not. I did not observe the IKEA effect in particular case of origami.