Research Notes: Daniel Mochon

Assistant Professor of Marketing Daniel Mochon received the Society for Consumer Psychology’s 2015 C.W. Park Outstanding Contribution to the Field Award for his paper “The IKEA effect: When labor leads to love.” The award was presented at the society’s winter 2015 conference in Phoenix.  The paper, which Mochon co-authored with Michael Norton and Dan Ariely, suggests that individuals attach greater value to products they create themselves than those products might objectively deserve. It originally appeared in the Journal of Consumer Psychology in 2012.