Famous "IKEA effect"

Everyday is more common the existance of companies that involve customers in the design and assembly of products; from Converse allowing customers to design their own shoes to IKEA asking customers to assemble their own furniture. This is known as the "IKEA effect". Researches use this concept to explain hte increase in valuation we place on products we build ourselves. 

Converse 

IKEA

This has several implications on firms;
         - Successful assembly of products influences customers to value them over the value that arises from merely purchasing a product.
         - Successful completion is an essential component for the link between labor and liking the emerge.