The IKEA Effect: How the psychology of co-creation hooks customers
Why “labor leads to love”
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.
But sales struggles led parent company General Mills to seek outside help. Ernest Dichter, the “father of motivational research,” came in to assist.
Dichter discovered that a totally instant cake mix was too easy.
Home bakers of the time felt it undervalued the skill of making a cake.
“Remove the powdered egg,” Dichter advised, “and have bakers add a fresh egg themselves. Give the baker more ownership of the final result.”
Puzzled but desperate, General Mills reworked the recipe.
When adding an egg, bakers felt more involved in the process. Soon, sales of Betty Crocker’s semi-instant cake mix were through the roof. All because they asked customers to become co-creators of an instant mix cake. (source)
