“What are the things we love most? The things we spend the most time working on. Brain scientist call this the “IKEA effect.”
There’s a neuroscience motivation behind the big-box retailer making us slog that heavy box to our car. There’s a brain-science strategy behind the 10,000 pieces they force us to meticulously assemble. Once we’ve toiled that hard on that bookcase, it isn’t just a piece of furniture anymore. It’s forever an icon of our own capabilities and genius.