In psychology, there is term called the IKEA effect. This refers to a cognitive distortion that happens when a buyer values things more that they’ve made by themselves. Just think about it: you spend hours assembling furniture that costs money, you get lost in the manuals, you lose the necessary parts, you get really exhausted but next time you need furniture — you go to IKEA again.
Customers love this store for many reasons: the low prices, the universal design. But more than that, they love the time and the effort they invested into assembling the furniture.