The Ikea Effect: When DIY Goes Wrong

Labor is not just a meaningful experience – it’s also a marketable one. When instant cake mixes were introduced, in the HBR List 2009 logo1950s, housewives were initially resistant: The mixes were too easy, suggesting that their labor was undervalued. When manufacturers changed the recipe to require the addition of an egg, adoption rose dramatically. Ironically, increasing the labor involved – making the task more arduous – led to greater liking.