THE IKEA EFFECT ft. Joanna Hausmann!

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6 жыл бұрын

I’M ON JOANNA’S CHANNEL 🤯 Being Bilingual Makes You Smarter? • Being Bilingual Makes ... Please go watch and subscribe!
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In Psychology there’s this bias called the IKEA Effect - where people place a higher value on items they build themselves compared to items they did not construct. Since I’d recently ordered new furniture, I thought I’d put this IKEA Effect into practice. A HUGE thank you to Joanna Hausmann for her help. Please go subscribe to her channel! We owe her. A lot.
My Twitter / nessyhill | Instagram / nessyhill
BrainCraft was created by Vanessa Hill (@nessyhill) and is brought to you by PBS Digital Studios. Talking psychology, neuroscience & why we act the way we do.
REFERENCES 📚
Norton, M. I., Mochon, D., & Ariely, D. (2012). The IKEA effect: When labor leads to love. Journal of consumer psychology, 22(3), 453-460. www.hbs.edu/faculty/Publicatio...
Marsh, L. E., Kanngiesser, P., & Hood, B. (2018). When and how does labour lead to love? The ontogeny and mechanisms of the IKEA effect. Cognition, 170, 245-253. www.sciencedirect.com/science...
Hood, B., Weltzien, S., Marsh, L., & Kanngiesser, P. (2016). Picture yourself: Self-focus and the endowment effect in preschool children. Cognition, 152, 70-77.
www.sciencedirect.com/science...

Пікірлер: 206

@braincraft 6 жыл бұрын

Does anyone recognise Joanna from Bill Nye Saves The World? 🙋🏻‍♀️ Please go check out our video on her channel! Also, I’m interested to hear about the Sunk Cost effects that you recognise in your life. While I was editing this video I realised that I wait for the elevator for WAY too long instead of taking the stairs, because once I’ve started waiting for the elevator it becomes the only option and I must see it through.

@user-cl3gz9ey1w 6 жыл бұрын

Stairs good for balancing

@caydenhuffman3482 6 жыл бұрын

I recognize here from her channel and from when she was on flama.

@Friendship1nmillion 6 жыл бұрын

BrainCraft Sorry don't recognize your friend at all. I might check out her channel later. 😞🗝⚒💺🇦🇺🇸🇪

@elmurdoc 6 жыл бұрын

Marvel: 'Infinity War is the most ambitious crossover event in history Me: watch this :)

@epif1 6 жыл бұрын

I recognize her from her FLAMA videos!!! she is awesome!! (and yes, I was excited when I saw her in the Bill Nye videos). Also, I have not had major issues putting IKEA stuff together 🤷🏽‍♀️🤷🏽‍♀️🤷🏽‍♀️ , I really like their style of manuals

@robertjoasilus5230 6 жыл бұрын

What an ingenious way to get your friend to help you build your stuff.

@arrgghh1555 6 жыл бұрын

What an ingenious way to get a tax deduction on personal stuff.

@maxximumb 6 жыл бұрын

Scientist buys new Ikea furniture and gets interns to build it as part of their 'research' and ended up writing a paper on it.

@Donar23 6 жыл бұрын

When I assamble my furniture myself, it's usually because of the "save money effect".

@IosStar 6 жыл бұрын

Same, also I buy the wood instead of the pieces to just ensemble, much cheaper.

@reasonnottheneed 6 жыл бұрын

pshhh, buy wood? I go into forests with my axe, and...

@DeanOckenden8 6 жыл бұрын

Really helps to explain emotional attachment to people and objects after effort has been expended for them. Correlates with the idea that asking people to do small favours for to will strengthen their connection to us.

@oscarmenendezguerra 6 жыл бұрын

This is a collab I thought would never happen

@DukeBG 6 жыл бұрын

I never undestood why people have trouble assembling ikea furniture. I always loved it.

@jonathan0225 6 жыл бұрын

DukeGarland Yes! Finally. ..i am just assuming those people can't read the instructions properly... take note, it's detailed... DETAILED!!

@Gillsing 6 жыл бұрын

I felt like I was watching one of those commercials where an able-bodied actor fumbles on purpose to make something seem difficult in order to justify some product that supposedly makes things easier. Like the ad for the Sock Slider that John Oliver showed for a joke in the recent Last Week Tonight, where people had oh so much trouble putting on their socks. As for putting together IKEA furniture, I suspect that a lot of comedians and cartoonists like joking about how difficult it is because it's an easy, self-depreciating joke to make. Or even relatable for _some_ people. But I doubt a huge majority of people have any _real_ trouble, because then IKEA wouldn't make enough money. Of course, it's understandable how people might not _want_ to put furniture together. It's, like, work.

@jonathan0225 6 жыл бұрын

Gillsing true. .

@BenThatOneGuy 6 жыл бұрын

I just like that you can paint or stain it to match without having to take it apart first. Makes it super simple for someone that wants to customize their furnature.

@nbmoleminer5051 6 жыл бұрын

DukeGarland Oh god no I hate it.

@davidjatak9361 6 жыл бұрын

Joanna: oh wow that sounds a lot like my life! Me: same girl same

@erisi 6 жыл бұрын

Usually the more time you spend on something, automatically you add value to it. As an extension of this, things that are handcrafted are more valuable than the ones made by machines. We tend to appreciate the time and effort people are spending doing something, even more when it's we that spend that time...

@AnnikaVictoria24 6 жыл бұрын

Turning necessary adulting life-stuff into content? Amazing. Also, very interesting video!! Being super into diy - I’m gunna be questioning myself all the time now haha

@braincraft 6 жыл бұрын

Everything is content 😜

@dmrc43 6 жыл бұрын

Overall, the over-all's looked good over all.

@jordan.newsom 6 жыл бұрын

This was a really interesting topic! With lots of self reflection over the past few years I've found "The Endowment Effect" (viewing my possessions as a sort of extension of myself, as you put it) a lot in my life. I think recognizing that and finding a different way to view ownership of "objects" in my life, has made me a much happier person! Anyway great vid as always!

@Toastmaster_5000 6 жыл бұрын

I would argue Ikea effect only applies if you're actually *proud* of your creation. An experienced construction worker may not put that much effort into his/her job, but is still proud of the outcome. There's not much justification behind creating a painting, but a painter could be proud of the effort put into it. People like to feel accomplished, and when you just have something that does all the work for you (like cake batter that just needs water), to me, it's not the lack of effort but rather the fact that you didn't really do anything, so it's hard to be proud of something that wasn't really _your_ effort.

@humanoidmodel4217 6 жыл бұрын

Inventors know all about the "sunk cost" effect.

@Cimlite 6 жыл бұрын

Way back when, I helped my brother build a table set with the most nightmarish build instructions ever. Putting together those chairs took hours and hours (they included a million little screws). I remember seeing these chairs a few months back and some of them had been a bit damaged. I honestly felt a bit upset about that - about chairs that weren't even mine, simply because years prior I had a hand in putting them together. The whole thing is very silly of course, but after watching this video, I guess that feeling is due to the Ikea effect.

@lockwie9176 6 жыл бұрын

I actually love assembling Ikea furniture! Whether it's for myself or for friends :)

@anarchobuddhist 6 жыл бұрын

Joanna Hausmann brought me here; I instantly became a BrainCraft subscriber

@thespqrguy 6 жыл бұрын

I am so here for this collab

@leonelnunezgallegos8142 6 жыл бұрын

Loved the video!

@drewdavidson663 6 жыл бұрын

P.S. Nice overalls, you look like you could be a real carpenter. Maybe do a video on the psychology of dressing for the job/part/role... Thinking about you in your NASA getup.

@Pangui008 6 жыл бұрын

Enclothed cognition??? I think Extra Credits made a video about it some years ago... It's an interesting topic! :)

@gigglysamentz2021 6 жыл бұрын

Very good ! Joanna is great ! Interesting update on the IKEA effect :)

@mrnatansanchez 6 жыл бұрын

I really like this video! I learned a few things from it. I’d really like to know more about the Endowment Effect. How it influences people with materialism, possessions they see themselves in as a reflection of themselves in, and even having to let go. If you could make a video about people and the psychology of possessions, that would be awesome! Keep up the good work!

@EsDoncor 4 жыл бұрын

love you both together!

@Ikiratuki 6 жыл бұрын

Joanna's such a sweetheart of a friend.

@leobrsp 6 жыл бұрын

Came from Joanna, loved your channel!!!

@desmondsannicolas6119 6 жыл бұрын

I am here porque Joanna! Love you girl. I’m subbing to your friend as well!

@IHarryPotter7 6 жыл бұрын

I love putting Ikea furniture together! And, actually, I rather hate the furniture after I'm done

@pedromssobrinho 6 жыл бұрын

Much love to Joanna from Brazil!

@SomeoneBeginingWithI 6 жыл бұрын

This reminds me of some of the custom products Safia Nygard has tested on her channel. I wonder if completing a detailed quiz that will supposedly create a mascara or shampoo that is perfect for you could make you like the product you get more than if you had bought the same product from a shop. Do you have to physically make the thing in order to get the ikea effect, or can it happen from doing anything that feels like work?

@MissySimpleM 6 жыл бұрын

I enjoy the process of putting the furniture together! And you're right , though. I put a looot of effort into fixing my dingy table and it looks pretty good now but I overvalued the table for about a month or two after I finished it. I felt the nee to show my old table to everyone. lol

@hothothotmale 6 жыл бұрын

Love your channel.

@mikezeke7041 6 жыл бұрын

I like building furniture from wood I buy at depot, and yes, I do value it higher than comparable furniture I could buy.

@yosmarysantana2158 6 жыл бұрын

I love how Joanna was just lazily laying on the floor 😅

@dynamickhaoss1631 6 жыл бұрын

Usually when i have built something im just glad it's over once I've finished

@ruaoneill9050 6 жыл бұрын

Excellent video! Defo gonna check out Joanna’s channel. This reminds me of how Marx said humans need to create things (furniture, art, etc) in order to ‘create’ ourselves and what we create becomes an extension of ourselves, but in capatilist society we’re encouraged to see ourselves in the things we buy rather than create which leaves many with no creative outlet whatsoever. I wonder if studies have been done taking this variable into account and seeing if the ikea effect is more or less likely to show in individuals who don’t have their own creative outlet, like say a vlog series

@Jackal_Blitz 6 жыл бұрын

It's funny that this is just now being recognized as a legit psychology concept. My parents told me decades ago that you appreciate things more when you work for them than when you just get them instantly.

@billieblacker9962 6 жыл бұрын

Next the Lego effect when you make a Lego set

@davidjatak9361 6 жыл бұрын

dead saibot isnt the lego effect when you step on a lego Edit: NVM thats hell i was wrong

@gamermax2204 6 жыл бұрын

I liked to say something I found interesting Im from Joanna's channel and I like the table more because I saw joanna help build it. Just thought that was a interesting idea to mention

@edgarscirulis1129 6 жыл бұрын

What an unexpected collaboration

@alhaeri1 6 жыл бұрын

loved it

@Deuphus 6 жыл бұрын

Has there been any studies done on people who prefer the color grey over all others?

@MissySimpleM 6 жыл бұрын

OMG I was just thinking about this a month ago. I love black white and grey things. Black and white geometric patterns call to me! I can handle a color mixed in with them but multiple colors are kind of meh. I was looking at these brightly colored indoor playgrounds at a mall and I was like... damn if I ever have kids I'm going to hate their room. Too many mismatched colors make me feel like a space is in disarray and I just don't like the space.

@mimsydreams 6 жыл бұрын

If the project goes well and the furniture comes out right in the end, I do appreciate it more. It's tied to a sense of accomplishment and pride. If it has missing pieces or something breaks along the way, I'd be more willing to toss it out for something someone else pre-built correctly.

@cahilart8966 5 жыл бұрын

6:02 I was laughing at johanna slide so hard for almost 30 minutes xD

@AnonymousFreakYT 6 жыл бұрын

I tend to be the exact opposite for things I build myself. Although that's usually because things I assemble tend to be "of iffy quality."

@liranpiade4499 6 жыл бұрын

An Australian accent ^2 😂😂😂😂😂 that's hilarious! It sounds like you're on helium or something!

@williamtael8379 6 жыл бұрын

Can't believe I just watched a furniture unboxing video!

@maluvidazocar2895 6 жыл бұрын

So apparently for what you explained I might have this effect, but not in general... I'm a realism artist and I particulary find more pleasure making my own sketchbooks or notebooks than buying them, and I also feel like they are a part of me when I do that, like it has my energy in it, I created it. It happens also with my artwork, but a little more intense. Greetings from Venezuela, I'm a venezuelan too, came here for Joanna and I'm staying.

@HertNiks 6 жыл бұрын

I'm a simple man. I see Joanna I click thumbs up!

@ultramk2698 6 жыл бұрын

That's what I always thought the IKEA Effect was; when a friend buys some furniture that they don't know how to put together, so you end up having to help them. (Also, I'm "impressed" by the size of the room you chose to put the furniture together in... looked like you were building a king size bed inside a linen closet.)

@dutchik5107 6 жыл бұрын

Maybe they liked the foam monsters better, because they could choose whaf they actually liked most to put it on the monster... Was this accounted for?

@DeSpaceFairy 6 жыл бұрын

Those unboxing videos ugh !!

@WigantX 6 жыл бұрын

Everyone: "Infinity War is the most ambitious crossover event in history" Vanessa Hill: "Hold my science books..."

@dragoncurveenthusiast 6 жыл бұрын

I have never understood why people find building IKEA stuff frustrating. Sort all the screws and stuff into piles and go step by step. Look at each type of screw/board/whatever and check whether you can uniquely identify them in the instructions. Don't try to be clever and do one step before you are meant to do it. Don't do bigger projects alone. What's so difficult about it?

@daddyleon 6 жыл бұрын

I like my Ikea stuff better because it's relatively decent, but not very expensive...and I am told they make it with an eye on the environment. It's also easy to take inside, you can't say the same with non-flatpack furniture.

@hppotclotrluver 6 жыл бұрын

I absolutely love building Ikea Furniture! It's so fun! I think I'm the only one who thinks that. Lol

@avaevathornton9851 6 жыл бұрын

The sunk costs effect is also known as the Concorde fallacy, after the way the UK and France continued investing in the Concorde project after in became clear it was a bad idea simply because they had already invested a lot in it.

@avaevathornton9851 6 жыл бұрын

In case anyone is wondering, the Concorde was a supersonic passenger airplane, which sounded really cool, but ignored the fact that most passengers were interested in cheaper, not faster, flights, and produced loud sonic booms when flying overhead. These problems lead to the planes being restricted to transoceanic routes, and eventually being scrapped. There's probably a few psychology lessons here.

@fercfrm 6 жыл бұрын

I always need the help of my father to assemble that kind of furniture. It is like he has a special sense of perception for tasks like those that I do not.

@Jakers457 6 жыл бұрын

I love the fact you're wearing dungarees for this

@DavidAllen_0 6 жыл бұрын

I feel if revolves around the total amount of time and effort invested in relation to the functionality of the object. The IKEA Effect is stronger after designing the blueprints then measuring & cutting the parts yourself. I've done some 3D modeling which took weeks but converted the vectors into toolpaths and used a CNC to finish the job for me. I was still proud of the result but I'm more proud over some mods I've made for PC games that I've invested thousands of hours into over the past decade.

@trevorgrover5619 6 жыл бұрын

Ikea shelf and table? That's easy mode. Try building an entertainment center. It took me a while lol

@antoniog.p808 6 жыл бұрын

Whats the name of the backgorund song at the end of the video!! please!!

@Hellfirejuddy 6 жыл бұрын

Cut the timber, drill the holes. Pride in your creation is a very real effect. I have spent 30 years doing this and believe me, it's VERY rewarding. The best things are the things that will live with you for many years to come. I built that is a very proud statement. 😉

@RubberAckie 6 жыл бұрын

for me when it comes to flat pack furiniture i place less value on it cos i know its cheap quality dont know if thats cos iv worked in a furniture store or not

@MaicahRu 6 жыл бұрын

3:12 lmao 😂

@miffy126 6 жыл бұрын

Does the IKEA effect only apply to physical objects or do we experience this with less tangible objects too? Also, does the effect diminish on group projects compared to solo ones?

@yusufdestaekaputra4724 6 жыл бұрын

So that's why Gundam model kit so satisfying...

@Hellfirejuddy 6 жыл бұрын

Bloody Betty Crocker ( the imaginary person ), now I have to add an egg to my cake mixes 😉😉😂😂😂

@f213k5 6 жыл бұрын

Is there a term for when you think others objects they they have built are more appealing?

@douglasoak7964 6 жыл бұрын

Four words "Alen key drill bit" increase the speed of building Ikea furniture by a factor of five.

@cestrogerltp 6 жыл бұрын

I got here because of Joanna, but I'm staying here because my mind was blown (kinda).

@elmurdoc 6 жыл бұрын

Yes i full i agree, i always try to do things ( i not very good at it, but i try), like a box to put my tablet and watch movies without holding with my hands, or do a Christmas tree with a plastic bottle, but the fact i do this things make me feel accomplished and like more then buy something already made, even if they don't last, is just the fact "i made this" Also work with cooking, the food i do myself has more value and enjoy more, even when i can eat something more tasty in restaurant, is not that my food has a better taste is that my food taste better I don't know if that makes sense :)

@Tinyflower1 6 жыл бұрын

can confirm, my pc that a guy friend helped me get the parts for and build feels so much more like it is "mine". I don't know about the ikea furniture I got because I just got that because it is like 10min away from my new apartment and was the cheapest and I already had a shelf from ikea in black and wanted the rest to fit. I think I value the apartment itself more because it was empty and I made it my own, individual furniture? no

@ananava254 6 жыл бұрын

It's kind of true... I liked more a table after I assembled that than when I was in the shop

@aTrulyPowerfulSpirit 3 жыл бұрын

I mod and build stuff from scraps all the time and 9/10 it looks weird but it just works and is more durable than what I would buy. I often second-guess how using my "builds" affects my overall mood, though.

@alexismisselyn3916 6 жыл бұрын

This is the same as me enjoying every meal I cook even if it tastes awful and is not edible as if I get served by a friend or my sister I might enjoy the meal less if it’s not that good

@marieo2244 6 жыл бұрын

I remember Joanna from a Hispanic YT channel she used to be on. I always wondered what she was up to after she left

@wolfferoni 6 жыл бұрын

I know I will value something more if I build it myself, especially if I have to go out and buy the parts. Value, not necessarily like because it might end up being mediocre or not worth it. The more time spent into the thing, usually is the more I value it. Probably up to a certain point. My time is valuable, everyone's is, especially as we get older. I agree with what Joanna said about it being a reflection of ourselves. There's a sense of pride is being able to build something yourself, especially if a lot of time and effort is involved. When you don't put much time or effort in something, I don't think it's valued as highly.

@BThings 6 жыл бұрын

How does this relate to things you bought yourself/saved up for, versus just being given or easily buying? For instance, one of my favorite toys from when I was a kid was a Millennium Falcon that I saved up for and bought myself. It still feels way more special to me than things I’ve bought since but didn’t have to save up for. Is this related to sentimentality, or is there a feeling of “accomplishment” that comes with things like that, which may fuel the sentiment?

@MissPlaced84 6 жыл бұрын

I think you might be conflating the egg in the cake mix thing with the IKEA effect when it may have more to do with rationing during WWII. Those mixes mostly came about during/after the war -- people had been rationing for years, often with only powdered eggs/milk to eat. When people didn't add a fresh egg, it felt as if they were still making the best out of war rations. (This was the thinking from Betty Crocker et al when they changed the directions to add an egg to the mix.)

@karauhlinger1774 6 жыл бұрын

joanna should talk about this on bill nye lol

@DomSithe 6 жыл бұрын

Oh, so THATS what Games Workshop's business strategy is! Gonna be calling this the GW effect just cause i'll remember it better.

@bruno-vicious 5 жыл бұрын

I agree with this IKEA affect. Me personally I like to build electronic devices. There are Commodore 64 KITS that you can solder and assemble yourself. One advantage is that it's cheaper than buying a used Commodore since the price of those have gone up do to their nostalgic value. For me though I would rather hold more value knowing that I put it together and did all the troubleshooting when there were problems and ultimately got it to work. I mean HELL I put all the pins in my key tumbler locks (ie I rekeyed my entire house all by myself). I even made a multi-key system where one key works on every lock BUT each lock has unique keys that will not work on the other locks. HELL I built my own firewall router and host my own PBX phone system in my house. HELL... yeah you get the picture. But yes I feel more attached to the things that I make than the things that were made for me.

@Barrenge 6 жыл бұрын

Having assembled various types of furniture, I think the only thing I experienced afterwards, was relief that was done... 🤔

@xrenynthemusicmage6422 6 жыл бұрын

What I value the most are my original LEGO creations that have never been there before

@andiefernandez2011 6 жыл бұрын

I love Joanna, she is my venezuelan internet mom 😌

@Lady8D 6 жыл бұрын

I love building the furniture, don't give a f#@k after its built unless it breaks - at which point I love fixing it.

@IceMetalPunk 6 жыл бұрын

Speaking of what scientists sit around thinking about... I feel like Vanessa sat around thinking, "I bought all this Ikea crap, but I don't feel like assembling it... if I turn it into a video, I bet I can con a friend into doing it all for me!" :D

@Crocy 6 жыл бұрын

I know the drawings I sometimes do aren't good, but I still like them and keep them.

@christopherbouska6779 6 жыл бұрын

I don’t know if you got married or not yet Joanna but I hope it went/goes well!

@Abbsizzle 6 жыл бұрын

Who's here for Joanna?

@JuliansStuffRoblox 3 жыл бұрын

I heard of it today

@tofolcano9639 6 жыл бұрын

Would you have felt more the ikea effect if you did it on your own? Does the study say anything about feeling self sufficient?

@RobertF- 6 жыл бұрын

That was really interesting about the "Endowment Effect", where people view their possessions as an extension of themselves. I think that helps explain what's known as "hoarding" where people keep an unbelievable amount of clutter in their home. I coincidentally just started to help someone move yesterday, and I've been shocked at how much stuff they hoard in the house. It's so uncomfortable and so difficult to move around or even breath in the house, and I've been thinking about how could anyone choose to live like this. And then coincidentally I just saw this video where she mentioned this effect. I really think now that that is what is behind the phenomenon of hoarding. Where people view all this junk and clutter as a part of themselves, and that's why it's so hard for them to get rid of anything.

@WigantX 6 жыл бұрын

Robert there is also a sense of "I might need this some day in the future". But that thing has been in storage for 10 years without usage untill you find it again while cleaning the house

@Zahri8Alang 6 жыл бұрын

Just like how Mandela effect is to a wide range of people, but I don't think the effect can be experimented as easily. Also, placebo is an important effect that determines many drugs' effectiveness compared to controls, it's a pretty incredible one as well.

@ruskreeder2434 6 жыл бұрын

You really maintained your professionslism and fgocus throughout this video. That really impressed me. I think we live in a world where we can make fewer and fewer things. Men can hardly repair their cars anymore because they are so computurized. Speaking of computers, maybe you should get together all the parts and build your own computer. Not a laptop, but a desktop. The only problem, you might say, is who uses a desktop anymore? Oops, there goes another item you can build. Maybe the idea is customization. Maybe that's why we have a million different cell phone cases. It's the only way we can customize our phones. Maybe it's about being individuals. Maybe we don't want to be just another brick in the wall. You have your drawings and illustrations , and you can keep your educational videos unique by including them. I would guess that you get a certain amount of satisfaction by utilizing your artistic talent in your scientific educational work.

@csabanagyapati6149 6 жыл бұрын

Now I understand why has Sauron valued the One Ring so much.

@catfishcave379 6 жыл бұрын

We used to make a lot of what we use back in the "old" days. I'm surprised it took this look to have a paper on it. Perhaps in this completely disposable world of facebook, it is finally easy to get such a stark contrast between blindly buying something online and having to actually think and learn and sweat about what goes into the product you put in your livingroom. I think my parents used to call that a sense of accomplishment. Future topic - Why don't Americans have hobbies anymore?