The IKEA effect, also known as the charming name “The Power of DIY,” is based on a fascinating human quirk: We tend to appreciate things we've personally invested time and effort in much more. This emotional connection is created because we are directly involved in the creative process and thus establish a deeper relationship with the product. Our perception of value increases, often far beyond the material.

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Well, who could embody this effect better than the famous Swedish furniture giant IKEA? This company has not only created an entire culture around building it yourself, but has also proven how strongly the effect can influence our relationship with products. With their motto “Buy, bring home, build it yourself”, they have taken the world by storm. Interestingly, customers not only often pay more for these DIY products, but also feel a stronger emotional connection than if the furniture was delivered fully assembled.

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But how can this insight be used outside the world of flat packages and countless screws? Here are a few things to think about: Integrating your customers into the development process of a product or service can do wonders. Think about how you can invite your customers to get involved themselves — whether by answering questionnaires, taking part in surveys, or using interactive tools like virtual try-ons that help them make decisions that are perfectly tailored to their needs.

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Personalizing products is another brilliant way to deepen that bond. By offering your customers the opportunity to customize a product — whether through a personalized t-shirt or a tailored skincare package — you turn a standardized product into something unique and personal. This individual touch not only increases the appreciation of the product, but also strengthens customer loyalty. And yes, such personalized products definitely get a big like from us!

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Ultimately, it is about seeing the customer not as a passive recipient but as an active participant in the creation process. This co-creation creates a deeper connection to the product that goes far beyond the mere act of chewing. So let your customers be part of the journey, offer them ways to interact and personalize, and see how the IKEA effect works wonders for your business.

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