Exploring IKEA effect in self-expressive mass customization: underlying mechanism and boundary conditions

Abstract

Purpose This study aims to understand the underlying mechanism and boundary conditions of the IKEA effect in self-expressive mass customization (MC). It examines the effect of the extent of choice in MC toolkits in terms of perceived value of self-designed products, as well as how self-expression mediates this effect and what kind of consumers are more inclined to experience such effect. Design/methodology/approach Two experiments were conducted, using online MC toolkits. In total, 393 consumers participated in the experiments. Data collected were analyzed using t-tests, analyses of variance, path analyses, bootstrap analyses and spotlight tests. Findings The results show that offering a greater extent of choice in MC toolkits to consumers provides a greater opportunity for self-expression, resulting in higher product valuation. Further, consumers who have high romanticism in aesthetic preference and high self-esteem are more inclined to influences associated with this effect. Originality/value This research adds to the literature on the IKEA effect in self-expressive MC by identifying a key antecedent (extent of choice), its underlying mechanism (self-expression), and two boundary conditions (aesthetic preference and self-esteem). The results of this study provide firms with a better understanding of how they can improve their self-expressive MC strategies.

Proceedings - The Eleventh International Symposium GRID 2022

“…By comparison with the spectrum of acr-rGO, the characteristic peak of C=C (in DOPO/Acr-rGO) disappeared at 1623 cm −1 . Several new characteristic peaks were observed: 913 cm −1 (P-O-phenyl), 1245 cm −1 (P=O), 1429 cm −1 (P-phenyl), 1581 cm −1 (phenyl), 1595 cm −1 and 1608 cm −1 (Ma et al, 2018;Lin et al, 2020). From the FTIR analysis, it was evident that m-rGO was successfully synthesized.…”

“…The IKEA effect Norton et al (2012) refer the definition of the IKEA effect as the increase in valuation of self-made products. More specifically, the IKEA effect was seen when individuals who build IKEA boxes, folded origami animals, and built objects from a set of Legos (as a part of Norton's experiment) were willing to pay more for their finished product than the same product that was assembled by an expert (Ling et al, 2020). According to Kim (2015) the specific strategy (IKEA effect), while enjoying a marketing effect, has become an opportunity for promoting transformation to a practical customer-oriented, differentiated furniture image solely for IKEA.…”

Visualizing the IKEA effect: experiential consumption assessed with fNIRS-based neuroimaging

“…Second, Shmueli et al ( 2012 ) found that the IKEA effect increases product valuations depending on the difficulty of the assembly process. Third, Ling et al ( 2020 ) showed that the IKEA effect is magnified by increasing consumer choice opportunities in product completion. Gibbs and Drolet ( 2003 ) found that consumers' energy levels increase the likelihood of selecting DIY products.…”

Effective Digital Advertising: The Influence of Customised Ads, Self-esteem and Product Attributes

“…(Kwon et al, 2017) Online self-customisation allows customers to identify themselves with products. (Ling et al, 2020) Customisation leads to better product assessments. Product attributes (Chiou & Ting, 2011) Utilitarian products are instrumental and functional, while hedonic ones provide fun and pleasure.…”