A man buys two dogs to live with him in his apartment. They drive him and his neighbors crazy. They bark at all hours, get sick all over the place and cause rifts between him and his neighbors. And yet he insists that, despite the tremendous amount of work and inconvenience they present, he loves them.
So the question is: does he do all the work and put up with the nonsense because he loves them, or does he love them because he’s invested so much of himself in them?
Researchers looked at this question, particularly with regard to the wild popularity of the DIY furniture store, Ikea. Basically, you pay them to give you some furniture in a box that you have to take home and build. Sometimes you screw it up. Sometimes it takes a lot longer than you expected. Sometimes you scrape the skin off your knuckles and call the furniture names that would make your mother blush. In the end, if most of us assessed the value of our time against the money we’re saving by buying the furniture unassembled, it’s a net loss for us.
So why do we do it?