There is little direct (field) evidence demonstrating that a television show can systematically trigger a food consumption event. This research shows that watching NFL (American football) games on television causes people to consume more snacks than they would otherwise, an effect moderated by...

In a series of studies in which consumers assembled IKEA boxes, folded origami, and built sets of Legos, we demonstrate and investigate the boundary conditions for what we term the “IKEA effect” – the increase in valuation of self-made products. Participants saw their amateurish creations...