Nudge
This Harvard prof made my emails 3.5x better
Dec 16, 2024
In this engaging discussion, Harvard Professor Mike Norton, renowned for his research on the IKEA effect, reveals how personal effort enhances perceived value. He shares fascinating insights about the surprising impact of handwritten emails, demonstrating that they can be 3.5 times more effective than standard replies. Norton discusses how this phenomenon influences consumer behavior and decision-making, illustrating its implications with interesting experiments. He also uncovers how operational transparency can deepen customer engagement and loyalty.
25:00
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Quick takeaways
- The IKEA Effect illustrates how personal investment in creating or assembling items enhances their perceived value to consumers.
- Handwritten notes dramatically increase engagement rates, showcasing that perceived effort in communication leads to stronger customer responses.
Deep dives
The IKEA Effect and Personal Attachment
The IKEA effect describes the psychological phenomenon where individuals place a higher value on items they have assembled or created themselves, compared to identical items made by others. This concept was initially investigated through experiments involving origami, where participants who attempted to make their own cranes valued them significantly more than individuals who viewed expertly made cranes. Such a bias demonstrates how personal investment enhances attachment, leading to an inflated perception of value for handmade or self-assembled objects. The heartfelt example of individuals holding onto poorly made items embodies the emotional connection that emerges from effort and creativity.
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