Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use. In this episode, Elena and Rob explore why customer participation in product assembly or creation can significantly boost perceived value and brand attachment, even when the result isn't perfect. Topics covered:    [01:00] "The IKEA Effect: When Labor Leads to Love"[02:00] How DIY assembly affects willingness to pay[03:15] The universal appeal across DIY skill levels[04:00] When the IKEA effect backfires[06:45] Applications beyond physical products[07:30] AI collaboration and user engagement    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.   Resources:  Norton, Michael I., Daniel Mochon, and Dan Ariely. "The 'IKEA Effect': When Labor Leads to Love." Working Paper, No. 11-091, 2011.    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.