The IKEA Effect: How the psychology of co-creation hooks customers

Why “labor leads to love”

Jen Clinehens
Choice Hacking
Published in
5 min readJan 5, 2020

--

Photo by Rahul Jain on Unsplash

In the 1950s, the Betty Crocker brand was in crisis. They needed to sell more of their instant cake mixes. The product seemed like a winner — just add water, and you’ll have a delicious cake, ready to bake.

--

--

Jen Clinehens
Choice Hacking

ChoiceHackingIdeas.com // Brands win when they know what makes buyers tick (behavioral science, psychology, AI)