I have a friend that I love. Unfortunately he has decided to study jewelry, making that our friendship would be threatened. He doesn’t give me their creations and occasionally ask me why not to wear them. The sincere, direct and difficult answer would be that they are horrible.
Why does not realize this? By the Ikea effect.
It is of a cognitive bias, a small bug in our thinking, described in the article “The” IKEA Effect “: When work Leads to Love” (“the Ikea effect: when the effort leads to love”), published by Harvard University. He described studies in which participants were asked to mount boxes from Ikea, Lego constructions or make origami. The researchers were able to see that Participants valued much more their own pieces to the mounted by others, despite the fact that they were identical. When intended them to bid for purchasing them, his bid was 62 percent greater than which it did by buying another identical object that they had not mounted.
Why does this occur? Because really want things not for what they are, but by What has cost us to get them, by the effort we have invested in them. By how they make us feel.
A physical object, made with our own hands, tells us that we are competent persons, able to bring something to fruition. Whenever we use it, we are reminded of this: can that day has been a disaster, the Chief has criticised my proposal, children ignore me, but watch this table, have ridden it I alone and without more tools than a Allen wrench, I’m not a vain.
I do not think that the creator of Ikea, when he built his company, was aware that his furniture, apart from their direct function, will also have a therapeutic effect for those who ride them. It has achieved is not only to create an affordable brand, has also given us the opportunity to feel better about ourselves any Saturday afternoon.
There is another company that gets an interesting goal thanks to the same Ikea effect. It’s Alabama Chanin, a brand of very expensive clothing. They are many embroidered cotton knitted garments and that often use a technique called fabric manipulation. They are made completely by hand, as haute couture garments, so the price is high. But the brand offers an alternative: instead of buying a dress of 1,000 euros, you can buy the kit for do it yourself. After spending hours and hours you get to understand the price and certainly aren’t willing to sell your own dress for less than 1,000 euro.
Although there are contexts in which the Ikea effect can be positive, the inability to be objective with our own work is almost always a problem. That you’ll be pleased to know that there are ways that decrease its strength.
The researchers have observed that if you make a person feel incompetent, for example, asking him to resolve a difficult math problem, the Ikea effect will be reinforced. If, on the other hand, before asking that he valued his work provoke you a rush of self-esteem, less to cling to your piece, it is able to see it more objectively.
This gives me an idea. Perhaps you could speak to my friend everything very well. How much that has evolved his technique. Of the admirable which is its effort to study something so difficult. I could tell you that I keep all their gifts, but I shall not me place. Not yet. But I’m sure that one day I will be something done by it. That day may be sure that I do not because he is my friend, but because it is at last an artist.