We replicate and extend Norton et al.'s (2012) and Mochon et al.'s (2012) studies on the IKEA effect, according to which consumers show a higher willingness-to-pay when they assemble products themselves. Our results support the robustness of the original effect and indicate that psychological ownership acts as a psychological mechanism that underlies the IKEA effect.
Online Appendix | 107.00000039_app.pdf
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