When customers build/assemble products on their own, the value of the self-made product is perceived to be higher than if it was bought already assembled in the showroom. IKEA, the Swedish furniture manufacturer is quite successful with products that require some easy assembly by the customer. However, the higher value is valid only on successful completion. An unsuccessful or a difficult effort/attempt at assembly leads to negative results. This phenomenon is referred to as the ‘IKEA effect.