We love it more if we made it. Or, more scientifically perhaps, the IKEA effect is ‘the increase in valuation of self-made products,’ when we have put more effort into it. 

Turns out, if we’ve put effort in ourselves we’re also likely to think that others will like it even more just as we do—usually not the case. But for us at least, more effort = more love.

Watch Dan Ariely do a great job explaining some experiments that lead to this conclusion, or read the full paper, The “IKEA effect”: When Labor Leads to Love (pdf), Norton, Mochon, Ariely HBS working paper, 2011.

Dan points out that kids are the ultimate expression of the IKEA effect: they’re very hard, they don’t come with instructions and they take a lot of effort.

Also see The Betty Crocker Effect, or ‘the egg theory.’

The IKEA effect

The Betty Crocker effect refers to how, in the world of instant cake mixes, when something is too easy it reduces the value. The legend goes that instant cake mixtures that just needed water didn't sell nearly as well as when you needed to add an egg. Adding the egg yourself gives investment in the process of making the cake so we appreciate it more, and the extra effort demonstrates the act of love that is baking a cake.

Also easy to understand as the IKEA effect. As is so often the case, Dan Ariely explains it well. 20mins well spent watching Dan Ariely's TED talk What makes us feel good about our work?. You can jump straight to it around 12mins 50s.

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