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“How Expensive Are My Ads?”

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NeuroTactic Overview

IKEA Effect

We place a higher level of value on things that we play a part in creating


When we play a part in the creation of a product, we create an emotional attachment to it and will pay a premium for it. Whether it is a piece of IKEA furniture or an upgrade to our car, our own involvement in the assembly of an item connects us deeply to that item.

Consider possible ways of involving your customers in the assembly of your product or provisioning of your service. Involving them in the process, if it fits your business model, will allow you to demand a premium price. In some cases, this may even save you money, as IKEA does by avoiding the need to have their employees assemble furniture.

Primary Source:

Norton, Mochon, & Ariely (2011). The ‘IKEA Effect’: When labor leads to love. Harvard Business School Marketing Unit Working Paper, 11-091

Dream Category:


The DREAM framework, created by Vivid Labs, represents a research-backed framework for effective marketing messages. It stands for Desire, Routing, Emotion, Attention, and Memorability.

AIDA Category:

AIDA is a well-known framework for assembling a marketing message. It stands for the four steps of human decision-making: Attention, Interest, Decision, and Action.

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