How to use the IKEA effect in your business

I lugged around a three-shelf bookcase from IKEA through multiple years of moves, through three different states. Despite the fact that these bookcases often go for as little as $10 or for free on Craigslist, I could never bring myself to sell mine for that low a price. I knew this affection for a particle-board, wonky bookcase didn’t make any rational sense. Then I learned about the IKEA effect, where you assign more value to products that you’ve had a hand in creating. If you’ve...

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