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The experiment showed an amazing result: people have always overestimated the result of their work. Furniture assembled by professionals, they put in the assessment on the same level with their own. And origami, collected by other participants, received a lower score.

Michael Norton called the cognitive distortion in people's behavior the “Ikea effect”: people always value their personal efforts and the results of their work higher.

It turns out that if we give two neighbors objects of the same size, location and quality, finishing materials and finishing projects, the cost of the object after finishing will be the same. But! As a result, the owners will put their object at a higher price than the neighbor's object. The value of their work will affect the final figure, according to which the owners will put the object in advertising.

Do customers share these values? No, because they don't see value, for example, in the fact that "this tile in the bathroom was lovingly selected by the landlady."

The famous phrase of the owner “I did it for myself” often causes a sad smile in the buyer. American real estate agents even coined the expression: "Sell a home, buy a house." It is understood that the owner is selling not just a “soulless” property, but a piece of his labor.


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