Home Theories Labor-love effect

Labor-love effect

Reviewed by expert Scientifically proven

The Labor-Love Effect is a cognitive bias where people tend to overvalue the things they have put effort into creating, even if the end result is not objectively better. This bias is based on the idea that the effort invested in an activity creates a sense of ownership, and this feeling of ownership can lead to increased attachment and a greater perceived value of the final product. This bias can have implications in various domains, from personal projects to business products and services, as it can influence people's willingness to pay or invest time in something they have worked on.

Table of contents:
  1. What is the Labor-Love Effect?
  2. How to Utilize the Labor-Love Effect on Your Website
    1. 1. Customizable products or services
    2. 2. Interactive tools or quizzes
    3. 3. Surveys or feedback forms
    4. 4. Gamification
  3. Conclusion

Sure, here's a blog post about the Labor-Love Effect cognitive bias in a markdown format:

Understanding the Labor-Love Effect: How to Enhance Your Website's Conversion Rate

When it comes to website design, it's important to understand the psychology behind decision-making to increase the likelihood of your visitors taking a specific action, such as making a purchase or signing up for a newsletter. One cognitive bias that can be leveraged to this end is the Labor-Love Effect.

What is the Labor-Love Effect?

The Labor-Love Effect is a cognitive bias that describes the tendency for people to value something more when they put effort into creating or personalizing it. In essence, the more someone has invested in an outcome, the more they become emotionally attached to it.

Imagine two scenarios: in the first, a company creates a pre-packaged gift basket that can be easily ordered online. In the second scenario, a company offers a service where customers can customize their own gift basket by choosing specific items to include. According to the Labor-Love Effect, customers who create their own basket are more likely to value it more highly than the pre-packaged one, simply because of the effort they put in.

How to Utilize the Labor-Love Effect on Your Website

As a website owner, you can leverage the Labor-Love Effect in several ways. Here are some strategies you might consider implementing:

1. Customizable products or services

By offering customizable options for products or services, you can tap into the Labor-Love Effect. For example, if you sell coffee mugs, offer personalized options where customers can choose the color, font, or message on the mug.

2. Interactive tools or quizzes

Create interactive tools or quizzes that require users to input information or make choices. This will encourage them to become more invested in the outcome and value it more highly. For instance, a furniture company might offer an online room planner tool that allows customers to design their own living space.

3. Surveys or feedback forms

Asking for customer feedback can also play into the Labor-Love Effect. By giving customers the opportunity to provide their opinions and suggestions, they are more likely to become emotionally invested in your brand and products.

4. Gamification

Finally, gamification can leverage the Labor-Love Effect by encouraging users to put in effort in order to achieve a reward or recognition. For instance, a website might offer badges or other virtual rewards for completing certain tasks or achievements.


The Labor-Love Effect is a powerful cognitive bias that can be used to increase your website's conversion rate. By encouraging your visitors to customize, contribute, or invest in your offerings, you can foster a higher emotional attachment and increase the likelihood of a purchase or action. Consider how you can implement the above strategies in your website design to tap into the Labor-Love Effect and improve your website's performance.

A new cognitive bias in your inbox every week

You'll get to learn more about CRO and psychology. You'll be able to take experimenting to a whole new level!

* We send our mails on Monday morning btw.

Will you use psychology for your experimentation process?

Are you curious about how to apply this bias in experimentation? We've got that information available for you!

Join over 452+ users

  • Lifetime access to all biases
  • Filter on metrics, page type, implementation effort
  • More examples and code for experimentation

Choose your subscription!

Pay with Stripe

Lifetime deal PREMIUM

Get access to the search engine, filter page, and future features.

I want this

Lifetime deal

Get access to the search engine and filter page.

I want this

Do you think you know enough about CRO?

Join our monthly mailing to continue learning more and more about CRO and psychology.