The following is an excerpt from my new book, Leave School At School: Work Less, Live More, Teach Better. It’s available in both Kindle and print forms on Amazon.
I eat in the teachers’ lounge, and almost every day someone brings in one of those Lean Cuisine frozen lunches and pops it in the microwave. You can trace the origins of such convenience foods to the years following World War II. The military had developed MREs and other foods meant to withstand long periods of storage and allow for easy preparation on the battlefield. After the war, several commercial food companies had leftover manufacturing facilities, so some of them created new freeze-dried and canned food products for domestic use. They pumped out boxes of fish sticks, canned peaches, and even ill-fated cheeseburgers-in-a-can. Jell-o introduced new dessert flavors throughout the 1950s. Sales soared.
With so many new products to sell, advertisements swept across the amber waves and purple mountains, reminding Americans again and again how busy they were, how hectic their days had become, and how desperately they needed quick meals. “If you’re a typical modern housewife, you want to do your cooking as fast as possible,” wrote a columnist at Household magazine who was promoting instant coffee and canned onion soup. Kellogg’s even created cereal that could be served faster. Their ads claimed that busy moms loved their presweetened Corn Pops. Because who had time for the laborious task of sprinkling on a spoonful of sugar?
TV dinners. Minute rice. Instant potatoes. “Hot breads—in a jiffy!” All were peddled to harried housewives who just didn’t have enough hours in the day to cook like their mothers had. “It’s just 1-2-3, and dinner’s on the table,” exclaimed an article in Better Homes & Gardens. “That’s how speedy the fixing can be when the hub of your meal is delicious canned meat.” [1]
But the faster the cooking, the less it felt like real cooking and the greater the potential for guilt on the part of the homemaker. That was the problem with instant cake mix. Intended to save busy housewives time by simply adding water to a mix, stirring, and popping it in the oven, instant cake mix seemed like a fantastic idea. But sales fizzled after a few years. It turned out that TV dinners or the kids’ cereal were one thing, but a cake — well, that was another matter. Any homemaker worth her salt wouldn’t make a generic cake from a box that couldn’t be distinguished from a cake baked by the guests she was serving it to.
When marketers dove in to uncover what went wrong with cake mix, they discovered that it was too easy. The solution was simple: Have the baker add an egg. Once the powdered egg was removed from the mix, sales recovered and instant cake mixes became a mainstay in nearly every home in America. By adding one step to the mixing process, homemakers felt they were really baking again.
The cake mix lesson has since been repeated many times over. Build-a-Bear sends you the raw materials and the directions, but it’s up to you to actually build the bear. Cooks at “patron-prepared” restaurants like Mongolian Barbecue will cook the food for you, but only after you select the ingredients. City-dwellers take “Haycations,” where they pay farmers to do their work for them. And of course, there’s IKEA, which sells furniture at a discount because buyers have to build their own bookcases, cabinets, and tables. In each of these instances, people seem to place more value on items to which they have contributed some labor.
With this in mind, three psychologists, Michael Norton, Daniel Mochon, and Dan Ariely, conducted a series of studies to find out whether consumers would, in fact, pay more money for products they themselves assembled. The research consisted of three different experiments.
In the first experiment, researchers found that participants were willing to pay 63% more for furniture they had built over furniture that came pre-assembled.
In the second experiment, Norton, Mochon, and Ariely asked subjects to make origami frogs or cranes. They then asked the subjects how much they were willing to pay for their own work. Following this, researchers gathered another group of volunteers who had not created any origami. These new subjects were asked how much they were willing to pay for origami built by the participants. Then the researchers asked how much they were willing to pay for origami built by an expert. These people, who had no personal connection to the creations, were willing to pay more for the expert’s products, which is exactly what one would expect. The participants who had made the origami frogs and cranes were then shown a display of origami that consisted of one set they had built themselves and one set that had been built by the experts. They were asked to bid on the different origami. The builders perceived the origami they had created as being of equal quality to those created by the pros.
The results of these studies suggest that when people construct a particular product, even if they do a cruddy job of it, they will value it more than if they had not put any effort into its creation.
Participants, wrote Norton and colleagues, “saw their amateurish creations as similar in value to experts’ creations, and expected others to share their opinions.”
The psychologists dubbed this the IKEA effect.
Two Problems For Teachers
There are two problems the IKEA effect creates for teachers. The first is that what you make is likely not nearly as good as you think it is. Your rubric is not better than another teacher’s. You just think it is because you made it. Same goes for everything else you’ve created. You would almost assuredly be better off using a product made by someone else. And as much as you don’t want to hear it, you’d be best off using products created by people whose job is to create those products. So while it may offend your sensibilities, stick with the program your district spent thousands of dollars on because it’s probably better than anything you’re going to design.
The second lesson is that there is a cost to spending time creating stuff. If you spend an hour making a magnetism unit because you tell yourself it will be better than anything you currently have in your filing cabinet or that you can find online, then you’ve lost the opportunity to spend that hour doing other things. You could have used the time on something that will make a difference for your students. You could have spent it doing an activity you enjoy. You could have even taken a nap during that hour and gone to work the next day better rested. The science is harsh but clear: If you’re a teacher who creates his own materials, you’re wasting your most precious resource making stuff that isn’t very good, in spite of the fact that you can find better resources with a few clicks of your mouse, or even more simply, by opening your teacher’s guide.
For the teacher looking to improve his effectiveness while spending less time working, the IKEA effect gives you permission to stop making stuff and steal (or purchase) from others.
——–
[1] Shapiro, Laura. Something from the oven: reinventing dinner in 1950s America. Penguin Books, 2005.
No comments:
Post a Comment