I was forced to start the second round because I was raised in poverty

Chapter 170 The IKEA Effect
Zhang Yangwen nodded: "I've heard of it."

The so-called IKEA effect.

Consumers place a higher value on products that they have participated in making or assembling.

Although these products are not perfect in quality or appearance.

This effect gets its name from IKEA's business model.

Customers need to assemble the furniture they buy in IKEA stores by themselves after it arrives at home. This sense of participation will enhance their love for the products and create a sense of cherishment and higher value.

The IKEA effect was not researched by the elites of the Emgrand Group. A North American behavioral expert and professor proposed this concept decades ago.

The professor did an experiment.

He found some social experimenters and asked them to use cardboard to make difficult handicrafts such as paper cranes and frogs.

The people who participated in the experiment had no manual skills whatsoever, so unsurprisingly, even after following the instructions, they still folded the paper crookedly.

But they all scored their handmade works very high, and generally gave themselves more than 10 points out of 7.

He then asked passers-by to rate these crooked works, and the results generally ranged from 1 to 3 points.

The professor also prepared a frog made of cardboard by a craftsman and asked passers-by how much they were willing to pay for it.

Passersby offered no more than $1 for the twisted frog, but the works of the master were generally sold for more than $5.

But when he brought the works back and asked the subjects how much they were willing to pay to buy them back, the subjects often offered more than $3.

Standard handmade frogs for masters and passers-by generally cost more than $5.

This experiment was included in the classic database of Dihao, and they also give the professor a sum of money every year.

The amount wasn't large, just a few hundred dollars.

However, the payment given by the group was not copyright payment, but a reward to the professor out of respect for knowledge.

As long as the meaning is clear.

After Su Cheng finished talking about the frog, he changed to a more popular and easier to understand example and told Zhang Yangwen: "Take your Gundam for example."

"Brother Qin wanted to buy a ready-made Gundam model you had assembled, but why were you unwilling to sell it?"

"Because you put a lot of time and effort into these Gundam models, as well as custom paint jobs and modified parts, you put a lot of thought into them. So in your heart, they are priceless and cannot be measured by money."

“You can give it to Brother Qin, but you can’t sell it.”

When Su Cheng explained this principle, he no longer considered interpersonal relationships and directly pointed out what Zhang Yangwen was thinking at the time.

Zhang Yangwen was actually quite embarrassed to admit it. He originally thought that what he said was very polite and appropriate, but he didn't expect that Su Cheng already knew his true thoughts?
A bit scary.

How is this different from being able to read minds?

Zhang Yangwen had to explain:
"Well, Brother Qin, what I said is true. Models really need to be assembled by yourself to be fun. Otherwise, they will just be ornaments like figurines."

"I understand, I understand. I was just joking at the time."

"So, has your brother Qin played Gundam?"

"I've just started, and the parts haven't been moved yet. I've studied the instructions and steps."

"oh oh."

After Su Cheng finished explaining this theory, he asked Zhang Yangwen a question.

"How much do you think Tang Li contributed to the last case?"

Zhang Yangwen thought about it seriously.

He was willing to give Tang Li 10% of the credit.

This 10% is because Tang Li found Su Cheng, agreed to Su Cheng's plan, and made his most correct decision.

But Su Cheng's questions didn't end there. He continued, "So what do you think Tang Li thinks he accounts for?"

"Uh……"

This question stumped Zhang Yangwen.

"10%? But considering the IKEA effect just now, he might think his contribution is a bit higher."

"Yes."

Su Cheng gave Zhang Yangwen an affirmative answer.

"I can give you a rough estimate. Tang Li definitely believes that his contribution accounts for about 40-50%."

Is it such a big difference?!

Zhang Yangwen suddenly found this matter very interesting.

Objectively speaking, Tang Li only contributed about 10% of the credit to the achievement.

Even taking into account the IKEA effect, he felt that 20% could not be any more, because Tang Li really made no contribution.

"No no no."

"Although Tang Li did not participate in the planning of the plan, he agreed with my decision."

"Secondly, he hired the technician who broke down the walls, he was the one who supplied the cakes, he installed the lighting, and he also hired a professional technician who did the glass."

“Does this mean it’s over 40%?”

"I definitely won't reach that level, but Tang Li will feel like he's reached over 40%."

Su Cheng explained.

Simply participating in the process strengthens psychological ownership of the solution.

Even if the plan was not designed by Tang Li himself, people would still think it was "his work".

Architects and construction workers are less accurate but useful examples of this phenomenon.

An architect would tell his children: I designed this building.

Construction workers would also tell their children: I built this building.

Zhang Yangwen felt like he had been enlightened.

It was as if a more advanced knowledge was forced into his chaotic mind.

This is something that you cannot learn in any school or any book. Even MBAs will not teach you about this!

Su Cheng's explanations are easy to understand and profound. He can explain a relatively complex concept in plain language, and he can understand it immediately in a few minutes.

"Brother Cheng, you can actually become a lecturer at an MBA program."

"Hahahahahaha I'll take it as a compliment."

"I'm just praising you, Cheng-ge. I think you're really amazing!"

dong dong dong~
Ye Li knocked on the office door.

"I was wondering why I couldn't find you guys, you're all here!"

"What are you doing?"

"Nothing, we were just talking about Tang Li's cafe."

"Café? Why are we talking about this? Didn't the conversation already fall apart?"

"Take Xiao Zhang to sort out the dossier plan."

"Oh, I'll come back later then."

"It's okay, Sister Lizi, just sit down."

"Alright, I'll listen to Team Leader Su's advice."

The IKEA effect is just a prelude.

Then Su Cheng returned to the question just raised by Zhang Yangwen.

and so.

Why did Tang Ke not agree that his plan played a key role, but instead thought that his plan was just some nonsensical operations?
This is the extended concept of the IKEA effect, which Su Cheng figured out by standing on the shoulders of giants.

Since Gundam, models, furniture, etc. can produce the IKEA effect, then invisible and intangible things such as thoughts and ideas can also produce it.

"Because... he wasn't involved?"

"Yeah, your brain works pretty fast."

"To be precise, it's because my plan wasn't Tang Ke's."

“So he doesn’t agree.”

(End of this chapter)