Why the IKEA Effect is About Much More Than Furniture

Legend has it that Betty Crocker had to revise one of her first all-in-the-box cake mixes because of poor sales. The recipe was a no brainer. Just add water, mix, and pour into a baking dish. It appears though that sometimes we don’t want that much simplicity. To boost demand, the folks at Betty Crocker launched an “Add the Egg” campaign. Once home bakers had to add an ingredient, sales soared. Pre-made Meals. Yesterday, the WSJ described a new way to cook a meal. You just need to buy a special $400 steam oven and order your dinners online. ….[READ]