Journal of Marketing Behavior > Vol 2 > Issue 4

The IKEA Effect. A Conceptual Replication

Marko Sarstedt, Otto von Guericke University Magdeburg, Germany and University of Newcastle, Australia, , Doreen Neubert, Otto von Guericke University Magdeburg, Germany, , Kati Barth, Otto von Guericke University Magdeburg, Germany,
Suggested Citation
Marko Sarstedt, Doreen Neubert and Kati Barth (2017), "The IKEA Effect. A Conceptual Replication", Journal of Marketing Behavior: Vol. 2: No. 4, pp 307-312.

Publication Date: 13 Apr 2017
© 2017 M. Sarstedt, D. Neubert, and. K. Barth
Behavioral decision making,  Individual decision making,  Product development,  Product innovation,  Consumer behavior


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In this article:
Summary of Results 
Discussion and Limitations 


We replicate and extend Norton et al.'s (2012) and Mochon et al.'s (2012) studies on the IKEA effect, according to which consumers show a higher willingness-to-pay when they assemble products themselves. Our results support the robustness of the original effect and indicate that psychological ownership acts as a psychological mechanism that underlies the IKEA effect.