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“The IKEA effect is a cognitive bias in which consumers place a disproportionately high value on what they partially create.” Wikipedia The IKEA effect was identified and named by Michael I. Norton of Harvard Business School, Daniel Mochon of Yale, and Dan Ariely of Duke, who published the results of three studies in 2011. In these studies, researchers found that consumers valued their own […]

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My husband and I finally decided to invest the time and...
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