The Hidden Bias That Makes Effort Feel Rewarding
- Amelia Er
- Sep 17
- 4 min read
Key Takeaways
We value things more when they take effort, and this effect is called Effort Heuristics.
The IKEA Effect shows this bias clearly.
Brands use it through gamification, masterclasses, and customization.
Why do we feel more proud of something we struggled to achieve than something simply handed to us? That long, sometimes “torturous” journey is full of sweat, tears, and hard work, but that’s exactly what makes the result so deeply satisfying. The time and energy we pour in give the achievement extra meaning, which is why victory feels so much sweeter when it follows a struggle.
Psychologists call this the Effort Heuristic, a mental shortcut where we believe things are more valuable if they require more effort. Our brains justify the energy we’ve spent by convincing us the outcome must be worth more, whether it’s crossing a marathon finish line, piecing together a DIY project, or finally hitting a career milestone. In short: the harder we work, the more we value the result.
In this post, we’ll dive into what the Effort Heuristic is, look at its most famous example — the IKEA Effect — and explore how it shows up in everyday life. We’ll also break down the psychology behind it, and how businesses and marketers use this bias to make products and experiences feel more rewarding.
Effort Heuristic: The Hidden Shortcut in Our Brain
The Effort Heuristic is the idea that we see something as more valuable simply because more effort went into it. When we invest time, energy, or focus, our brain convinces us the result must be worth more. For example, if you compare a drawing that took 40 hours to complete with one that took just 5, people often assume the longer one is higher in quality, even if the results look similar.
This explains why we often treasure things we’ve worked hard for, or admire things others clearly put effort into. Marketers know this and design experiences that involve just enough effort to build pride, loyalty, and satisfaction. One of the most famous examples is the IKEA Effect: people value their IKEA furniture more simply because they built it themselves.
The IKEA Effect: Why Building It Yourself Feels Better
The IKEA Effect is one of the clearest demonstrations of the Effort Heuristic. It describes how people place higher value on products they’ve built or customized themselves, even if the outcome isn’t perfect. Our brains attach extra worth to the time and energy spent, making the end product feel more meaningful.
Think about assembling an IKEA bookshelf or working on a DIY project. Because you’ve invested effort, the finished product feels more rewarding. For marketers, this principle is powerful: co-creation, personalization, and DIY elements don’t just make products unique, it helps create emotional investment. When customers feel they’ve had a hand in making something, their attachment grows stronger, driving both satisfaction and long-term loyalty.
Where Else Does This Show Up?
Workshops & Learning
The harder we work to learn something, the more we value it. Take a photography masterclass: it’s not just about taking pictures, you spend hours adjusting lighting, framing shots, and editing. The process can be frustrating, but when you finally capture a photo you’re proud of, it carries the weight of your effort and growth. That’s why hands-on workshops and bootcamps often leave a deeper impact than passive lectures.
Fitness & Challenges
Completing a tough workout or crossing the finish line of a marathon makes you feel ecstatic. That medal or post-gym glow feels far more rewarding than something easy. The effort poured in transforms achievements into proof of discipline and resilience, making them more meaningful than effortless wins.
DIY & Crafting
There’s something special about things we make ourselves. Whether it’s a handmade gift from Etsy or building a LEGO set, the value isn’t just in the product — it’s in the process. Choosing the pieces, putting in the work, and watching the final creation come to life makes the result feel personal and unique.
The Brain’s Logic for Loving Effort
So why does our brain work this way? Simply put, we hate the idea of wasted effort. To avoid that discomfort, we flip effort into value, “if I worked this hard, it must mean something.” That’s why grinding hours in a game or assembling flat-pack furniture feels more rewarding than buying something ready-made.
It also ties into pride and ownership. When we’ve poured time and energy into something, it feels more “ours,” which makes us value it more. From an evolutionary perspective, this made sense: if something cost energy, like hunting or building, it was probably worth keeping. That wiring still sticks today, making effort and struggle an essential part of how we experience rewards.
How Brands Turn Effort Into Loyalty
Gamification
Companies use gamification by adding challenges, levels, or rewards to everyday activities. A great example is Starbucks’ Rewards program: the more drinks you buy, the more stars you collect, eventually unlocking free items. The stars make the free coffee feel earned, even though the cost to Starbucks is small.
Workshops / Masterclasses
Brands run interactive workshops because active participation builds value. The harder participants work, the more meaningful the outcome feels, and the stronger their attachment to the experience and to the brand.
DIY / Customization
Personalization taps into the same principle. Whether it’s assembling a product or customizing sneakers, the act of creation builds pride and ownership. Customers see their effort reflected in the final product, making it feel more special than a ready-made alternative.
Understanding the Effort Heuristic is powerful for businesses, but it’s also about balance. Too much effort can frustrate customers, while the right amount makes products and experiences feel more rewarding. The key is finding that sweet spot, just enough effort to build pride and value, without overwhelming the customer.
Now that you know how your brain links effort to reward, you can spot this bias in action, and maybe even use it to your advantage. After all, the harder the journey, the sweeter the win.
References:
Comments