The Downside of the IKEA Effect

The Downside of the IKEA Effect
(Frank Rumpenhorst/dpa via AP)

This holiday season, a great many people will unwrap conspicuously large presents to find furniture from IKEA. But as anyone familiar with the Swedish-born multinational conglomerate will know, assembly is required. Thus begins the gift receiver's exposure to a curious cognitive bias: the IKEA effect.

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