Tactic 69 of 99
The IKEA Effect
Let them build it and they’ll love it.
What it is
We value things more when we helped make them. Michael Norton, Daniel Mochon and Dan Ariely named it the IKEA effect after people placed more value on flat-pack furniture they’d built themselves.
Spot it
Someone gives you just enough of a hand in a decision that you feel ownership. Then you defend a plan you didn’t really choose.
Counter it
Ask: “Would I like this as much if I hadn’t helped build it?”