NPR: Why You Love That Ikea Table, Even If It's Crooked

From NPR.org, Feb. 6, 2013
NPR’s Shankar Vedantam interviewed Daniel Mochon, assistant professor of marketing, for a Morning Edition segment about Mochon’s research into the so-called Ikea Effect.
"Imagine that, you know, you built a table," said Daniel Mochon, a Tulane University marketing professor, who has studied the phenomenon. "Maybe it came out a little bit crooked. Probably your wife or your neighbor would see it for what it is, you know? A shoddy piece of workmanship. But to you that table might seem really great, because you're the one who created it. It's the fruit of your labor. And that is really the idea behind the Ikea Effect.”
To hear the entire segment, visit NPR.org
http://www.npr.org/2013/02/06/171177695/why-you-love-that-ikea-table-even-if-its-crooked
Interested in advancing your education and/or career? Learn more about Freeman’s wide range of graduate and undergraduate programs. Find the right program for you.
Other Related Articles
- Forbes: OpenAI’s Social Network Could Clone Elon Musk’s X — But Likely Can’t Compete
- Research Notes: Mark Ratchford
- PMBA panel delivers insights on sales and marketing
- AdAge: How brands are referencing tariffs in their ads
- Bernick shares lessons on leadership and culture as 2025 Freeman Lecturer
- With Super Bowl as a backdrop, Tulane Sports Business Conference highlights business side of sports
- USA Today: Value meal wars continue in 2025
- Research Notes: Eugina Leung