You may have read that a reason for the intense customer loyalty to IKEA is that assembling the furniture from the IKEA parts makes the customers part of the building process. The parts were purchased at IKEA, of course, but, in a way, the chair, table, bookcase or whatever has become a product of the assembler/customer.
I wonder if a similar psychology plays a role in the popularity of Oreos. Do you simply eat the cookie or do you follow a ritual of disassembly or dipping that transforms the cookie into your product?
[Photo by Suveer Bhat at Unsplash]