Renáta Németh, Eötvös Loránd University, Faculty of Social Sciences, ELTE Research Center for Computational Social Science, Department of Statistics, Pázmány Péter sétány 1/A, Budapest H1117, Hungary, e-mail: nemeth.renata@tatk.elte.hu
Research PaperVol 20, Issue 4, 2025 Marketing Science and Inspirations Journal Paper

The IKEA effect in human-AI collaboration: Does the effect exist for non-physical products? Part II.

According to the IKEA effect, people are willing to pay more for a product they have created through their own perceived effort than they would for an off-the-shelf product. Our results show that the IKEA effect can be detected in human-AI collaboration when the product is non-physical content.

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Research PaperVol 20, Issue 3, 2025 Marketing Science and Inspirations Journal Paper

The IKEA effect in human-AI collaboration: Does the effect exist for non-physical products? Part I.

According to the IKEA effect, people are willing to pay more for a product they have created through their own perceived effort than they would for an off-the-shelf product. Our results show that the IKEA effect can be detected in human-AI collaboration when the product is non-physical content.

Open article

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