| They then asked the subjects how much they were willing to pay for their own work | But companies have been warned not to challenge consumers too much, lest they be unable to complete a task and thus end up dissatisfied |
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| Norton and his fellow researchers cited the product, which allows people to make their own | They perceived the origami they had created as being of equal quality to those created by professionals |
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| The women's later appraisal of the group's value was proportional to the effort that had been demanded of them before being allowed into the group | For example, "people may see the improvements they have made to their homes—such as the brick walkways they laid by hand—as increasing the value of the house far more than buyers, who see only a shoddily-built walkway |
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| Norton and his colleagues noted that, while not yet named or scientifically established, it had been recognized by marketers for a long time | The second set were also instructed to assemble a piece of IKEA furniture, but only partially |
| It consisted of one set of origami they had built themselves and one set that had been built by experts | The new subjects were asked how much they were willing to pay for an origami built by the participants |
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| Product designers were familiar with the IKEA effect long before it was given a name | Research by Dahl and Moreau 2007 suggests that customers are more satisfied when there is a limit to the amount of creativity they can express in assembling a product |
The effect is also related to the "" syndrome, where managers disregard good ideas developed elsewhere, in favor of possibly inferior internally developed ideas.
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