Increase value

Ikea Effect

The high value of self-made things.

Hand-drawn person in a pink cap and vest holding a hammer next to a yellow table.

How it works

Self-made things are given a disproportionately high value - regardless of the quality of the end product.

When to use it

Use the effect if you want users to consider your product as especially valuable and be willing to pay more for it.

Online examples from practice

With personal contribution

Let your visitors be involved in the process of creating the product as much as possible.

  • If your product consists of several parts, give customers the choice between several options so that they can put together an individual product
  • Let your customers choose e.g. the color, font size etc. (both for an object and the color of a software)
  • Give your customers the opportunity to make their own contribution
Porsche 911 Carrera online configurator showing a red car beside a panel of exterior color swatches with prices, one color selected.
configurator.porsche.com
mymuesli muesli mixer page with a pink banner, ingredient category tabs, fruit items with add buttons and a mix summary panel on the right.
mymuesli.com
Mozart boxspring bed shop homepage with navigation bar, a dark bed on the left, a configure button and a Trusted Shops rating badge.
mozart-bett.de
Mozart bed configurator showing a grey bed in a bedroom and headboard options in a side panel, with a continue button and total price.
mozart-bett.de

All 80 triggers as a printed card set

For workshops and test planning with your team.

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