Mike Norton

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.