IKEA furniture requires assembly. This isn’t a cost-cutting bug - it’s a psychological feature.

The IKEA Effect (named by Dan Ariely): we overvalue things we helped create. Assembly creates investment. Investment creates attachment. Attachment creates loyalty.

A meal kit company tested sending pre-chopped ingredients vs. whole vegetables requiring some prep. The “some effort” version won.

Customers rated meals they partially prepared as tasting better. Same recipe. More effort. Higher satisfaction.