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Bolstering and restoring feelings of competence via the IKEA effect

Business

Bolstering and restoring feelings of competence via the IKEA effect

D. Mochon, M. I. Norton, et al.

Discover the intriguing psychology behind the IKEA effect, where consumers value self-created products more than those made by others. This research, conducted by Daniel Mochon, Michael I. Norton, and Dan Ariely, explores how feelings of competence shape our willingness to engage in self-creation and influence product valuation.

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