IKEA effect

The tendency for people to place a disproportionately high value on objects that they partially assembled themselves, such as furniture from IKEA, regardless of the quality of the end result.

• If you make a customer work towards something, they will be more likely to follow through with a purchase or conversion. In other words, lots of small conversions lead up to a big conversion. If you want to experience this firsthand, try signing up for eHarmony. No, really.