A cognitive bias that causes people to assign greater value to goods that they have created on their own either partially or from scratch. It was named after the Swedish self-assembly furniture goods manufacturer IKEA, by a group of American researchers, including behavioural psychologist Dan Ariely. One of the reasons cited for this bias towards self-made products is that people obtain greater pleasure in using a product when they have invested their own labour in creating it. Another reason could be that people like to justify the efforts that they have invested in a product, so they tend to like it more.
