The Influence of Collaboration and Culture on the IKEA Effect: Does Cocreation Alter Perceptions of Value in British and Indian Children?

Abstract

Creating objects can increase our evaluation of them, even when we compare them to physically identical copies (IKEA effect). Here we evaluate the influence of collaboration on the IKEA effect in two societies— the United Kingdom and India. One hundred twenty-eight 5-to-6-year-old children (48% female, 50% British middle class, 50% Indian middle class) assembled toys in pairs. Half of the children collaborated to assemble a single toy and half assembled their own toy. In both societies, children demonstrated an IKEA effect (h2p =.19), valuing their own creation over an identical copy. This was the case regardless of whether children collaborated or worked independently. In summary, it seems that the IKEA effect is a potent bias that is present in diverse societies and is insensitive to others’ contributions in a collaborative environment.