ÖRCARÄ
March 2017
In this project, I focused on research IKEA as the well-known furniture brand, and the cognitive bias called “IKEA effect” in which consumers place a disproportionately high value of the product that they invested more labor in, people will easily fall in love with the IKEA furniture that they assemble and install themselves.
The price is low for IKEA products largely because they take labor out of the equation, the products IKEA is selling is actually materials and instructions for consumers to assemble.
This project sees IKEA as a material lab, a Lego factory in furniture. I created an IKEA game, which is a game set that contains with random pieces of materials, it aims to invite people to play with IKEA products as building blocks by challenging them if they can build anything with it. And by participating in this game, people are also experiencing the IKEA effect in a more honest way.
The image showed the example of the IKEA game that played by me
