This cognitive bias will give you cult-like fans

Summary

This video explores the psychological phenomenon known as the IKEA effect, where people value things they contribute to creating. Using examples like Betty Crocker's instant cake mix, Crocs, and Taylor Swift's fan engagement, the video reveals how effort and co-creation lead to stronger emotional investment and brand loyalty. It delves into how influencers like Swift and Joe Rogan utilize this effect to turn their audiences into co-creators, fostering cult-like devotion. The video concludes with practical steps for creators to invite effort, encourage co-creation, and signal co-ownership to build obsessive communities.

Takeaways

• 😀 The IKEA Effect is a psychological bias where people value things they help create more.
• 😀 The instant cake mix flop in the 1950s was turned around by adding an egg, giving customers a sense of ownership.
• 😀 Effort leads to emotional investment, making people more loyal and obsessed with the product or experience.
• 😀 Companies like Crocs, Build-a-Bear, and Lego use the IKEA Effect to get customers to co-create and feel a sense of ownership.
• 😀 Taylor Swift uses the IKEA Effect by hiding Easter eggs and cryptic messages, making fans feel like co-creators of her world.
• 😀 Joe Rogan fosters a sense of participation in his audience by making them feel involved in creating his content.
• 😀 The IKEA Effect is more powerful when used by people (e.g., celebrities) compared to companies, as the emotional attachment is deeper.
• 😀 Brands and creators who use the IKEA Effect make their audiences feel like co-creators, strengthening fan loyalty.
• 😀 To create a cult-like following, invite effort from your audience by letting them contribute ideas or participate in creative processes.
• 😀 Co-creation and co-ownership are key to building a community where fans are more than just consumers, they become part of the brand's identity.

Q & A

What is the IKEA Effect, and how does it relate to consumer behavior?

The IKEA Effect is a psychological bias where people place higher value on things they helped create. It suggests that when individuals invest effort into something, they become more emotionally attached to it, seeing it not just as an object, but as a part of themselves.

How did Betty Crocker overcome the initial failure of its instant cake mix?

Betty Crocker initially faced failure with its instant cake mix because housewives felt it was too easy and lacked emotional investment. By adding the simple step of adding an egg, they increased the sense of involvement, leading to a surge in sales and the success of the product.

What is the main insight from the research paper 'When Labor Leads to Love'?

The main insight from the paper is that people form stronger emotional connections to products or experiences when they put effort into them, turning the product or experience into something more personal and valuable.

How do companies like Crocs, Build-a-Bear, and LEGO use the IKEA Effect?

These companies leverage the IKEA Effect by offering customers opportunities to personalize or co-create their products. Crocs has gibbits for customization, Build-a-Bear lets customers create their own bears, and LEGO allows for personal builds. These actions increase emotional investment and attachment to the product.

In what way does the IKEA Effect apply to Taylor Swift's fandom?

Taylor Swift uses the IKEA Effect by hiding Easter eggs in her music videos, live events, and outfits, prompting fans to decode them. This involvement creates a sense of ownership and personal connection, making Swifties feel like co-creators of the Taylor Swift 'era'.

How does Joe Rogan incorporate the IKEA Effect into his podcasting style?

Joe Rogan engages his audience by making them feel like active participants in his podcast. The long episodes and occasional reference to audience-driven content make listeners feel like co-creators of the show's direction, thus fostering a deeper sense of loyalty and emotional attachment.

What is the difference between a 'cult-like' fan base and a 'passionate' fan base?

A 'cult-like' fan base is marked by deep emotional attachment and a sense of co-ownership with the creator, often due to involvement in the creative process, while a 'passionate' fan base is more distant, marked by admiration without the same level of emotional investment or participation.

What are the three key steps for creating a community with cult-like obsession?

The three key steps are: 1) Invite effort by encouraging your audience to participate creatively, 2) Co-create with your audience by acknowledging their contributions, and 3) Signal co-ownership by reminding the community that they are part of the creation, fostering a sense of shared ownership and loyalty.

Why does the concept of 'co-creation' play a crucial role in building a loyal community?

Co-creation is crucial because it shifts the relationship from mere consumption to active participation. When people feel like they have helped shape something, they are more likely to feel emotionally invested, leading to a stronger, longer-lasting attachment to the community and its products.

How can creators ensure that the effort they ask from their audience is effective and engaging?

Creators should ensure that the effort they ask for is fun, rewarding, and not too burdensome. The involvement should feel surprising and engaging, with the right balance of effort so that it doesn’t feel like a chore but rather an enjoyable and creative opportunity for fans to contribute.