The Marketing Millennials Go-to-Market Plays #5: How the IKEA Effect Affects Us
Apr 30, 2025
Tamara Grominski, an award-winning product marketer and founder of PMM Kim, shares her insights on the fascinating IKEA effect. She explains how self-assembly increases customer satisfaction and loyalty, making people value products they help create. The conversation reveals intriguing connections between brands like Spotify, Betty Crocker, and the IKEA effect. Tamara emphasizes the importance of personalization and user engagement in marketing strategies, showcasing how feeling invested can enhance emotional ties to products.
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Understanding the IKEA Effect
- The IKEA effect means people value things they build themselves more, even if imperfect.
- This sense of investment and pride applies broadly, boosting retention and product love.
Notion's User-Created Spaces
- Notion users build customized workspaces, making the software feel uniquely theirs.
- This personalization drives strong user loyalty and product ownership feelings.
Small Actions Build Investment
- Adding small tasks, like "just add an egg," makes people feel accomplished and invested.
- Simple user actions create emotional ownership even in product use.