Mo Bunnell of GrowBIG introduced me to the IKEA effect. Mo advises a key step to help a buyer on their buyer journey is to "Build everything together". In short (and kind of obvious when you think about it) if you build something you are more invested and regard the output of greater value.
The IKEA effect was identified and named by Michael Norton of Harvard Business School, Daniel Mochon of Yale, and Dan Ariely of Duke, who published the results of three studies in 2011. Their studies showed that people who assemble IKEA's flat-pack furniture themselves value that furniture more and negotiate higher prices when selling that furniture to others when compared to people who were given the furniture already fully assembled.
I was particularly interested in this as we often talk to teams of Passle Users and suggest they create posts (online expert content) together - for example, one person suggesting a subject to a colleague who writes the post, or they decide to co-author posts. The important thing is that they do it themselves. You will not value a post as much if you outsource it to a third party however much you are tempted to as it seems easier.
The IKEA effect is a cognitive bias in which consumers place a disproportionately high value on products they partially created. The name derives from the name of Swedish manufacturer and furniture retailer IKEA, which sells many furniture products that require assembly.