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fMRI Validation of fNIRS Measurements During a Naturalistic Task

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Visualizing the IKEA effect: experiential consumption assessed with fNIRS-based neuroimaging.

Hiroki Oishi¹, Kenta Nakazawa¹, Tomoki Takahashi¹

¹Applied Cognitive Neuroscience Laboratory, Faculty of Science and Engineering, Chuo University, Bunkyo, Japan.

Frontiers in Neuroergonomics

|January 18, 2024

Summary

This study reveals the neural basis of the IKEA effect, showing that assembling products increases willingness to pay by activating brain regions linked to memory and attachment. This neuroimaging approach offers new marketing insights for experiential consumption.

Keywords:

DIY—do it yourself IKEA effect attachment experiential consumption functional near-infrared spectroscopy (f-NIRS)memory retrieval personalized adaptive GLM

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Area of Science:

Neuroscience
Cognitive Psychology
Marketing Science

Background:

Experiential consumption, focusing on hedonic experiences, is gaining marketing attention.
The IKEA effect, a cognitive bias where self-assembly increases product value, lacks neural mechanism studies.
Attachment and memory retrieval are hypothesized as cognitive drivers of the IKEA effect.

Purpose of the Study:

To investigate the neural substrates of the IKEA effect using functional near-infrared spectroscopy (fNIRS).
To explore the cognitive mechanisms, specifically memory and attachment, underlying the IKEA effect.
To establish a neuroimaging approach for assessing the value of experiential consumption.

Main Methods:

Thirty healthy students performed a willingness to pay (WTP) evaluation task for do-it-yourself (DIY) and Non-DIY products.
Cerebral hemodynamic responses were measured using fNIRS during the WTP evaluation.
Personalized adaptive general linear model (GLM) analysis and paired t-tests were used to analyze fNIRS data.

Main Results:

The left-inferior frontal gyrus (L-IFG) and left-middle frontal gyrus (L-MFG) were identified as brain regions associated with the IKEA effect.
The L-MFG showed significantly greater activation during the DIY condition compared to the Non-DIY condition.
Cortical activation patterns differed markedly between DIY and Non-DIY product evaluations.

Conclusions:

This is the first study to demonstrate the neural basis of the IKEA effect.
The findings suggest L-IFG and L-MFG activation relate to memory and attachment, key components of the IKEA effect.
fNIRS-based neuroimaging provides a novel method for consumer neuroergonomics and assessing experiential consumption value.