Michael Gearon

Cognitive Biases — The IKEA Effect

Michael Gearon

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Why do we love something more when we’re involved in building it? Whether it’s making a house out of lego or assembling furniture, the IKEA effect is a cognitive bias in which we value products we create more favourably than those that are brought pre-assembled.

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Michael Gearon

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Michael Gearon is a Senior Interaction Designer at Companies House in Cardiff. Previously Mike was a product designer at the GoCo Group including GoCompare, MyVoucherCodes and WeFlip. As well working for brands in South Wales like BrandContent and HEOR.