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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Quick takeaways
- The IKEA effect emphasizes that users value products more when they can customize or contribute to their creation, enhancing satisfaction.
- Incorporating the IKEA effect in marketing can drive retention by allowing users to feel ownership through personalized experiences and achievements.
Deep dives
Understanding the IKEA Effect
The IKEA effect is a cognitive bias that suggests individuals value items more when they have personally assembled or contributed to their creation. This phenomenon is exemplified by how customers feel greater satisfaction when building their own furniture, as it fosters a sense of ownership and pride, despite any imperfections in the final product. The concept implies that the effort and time invested in a creation enhance the perceived value, making it more cherished than items that were simply purchased ready-made. This principle can be applied in various contexts, including marketing strategies, to deepen customer engagement and loyalty.
