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In a series of experiments, they have demonstrated that people attach greater value to things they built than if the very same product was built by someone else. And in new experiments published recently, they’ve discovered why it happens: Building your own stuff boosts your feelings of pride and competence, and also signals to others that you are competent.

There is an insidious element here: People made to feel incompetent may be more vulnerable to the Ikea Effect. On the other hand, Mochon has found, when people are given a self-esteem boost, they appear to be less interested in demonstrating to themselves and to others that they are competent.

The science of the Ikea Effect – or, why you love what you’ve built yourself, even if it’s imperfect.
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