Daniel Mochon

Daniel Mochon

Consumer researcher, second author of the IKEA effect paper. This page is short because what can be said about a three-author paper's division of labour is nothing, and the contribution worth recording is the finding itself.

Who they are

Mochon works on judgement, valuation and the psychology of buying.

Three-author papers do not report who did what and this page will not invent a division. The 2011 study had participants build IKEA boxes, fold origami and construct Lego, found them valuing their own output close to experts' output, and found the effect disappearing when the building was destroyed or left unfinished.

Key papers

Norton, M. I., Mochon, D., & Ariely, D. (2011). "The IKEA effect: when labor leads to love." Journal of Consumer Psychology, 22(3), 453-460. Second author.

Key ideas

The boundary is the finding: completion rather than exertion. See The IKEA Effect.

Valuation of self-made objects comes with a prediction that others will agree, which is the part a seller can use.

Sources

  1. Norton, M. I., Mochon, D., & Ariely, D. (2011), Journal of Consumer Psychology, 22(3), 453-460, doi:10.1016/j.jcps.2011.08.002.