My research question- How can Emotion Regulation help consumers avoid cognitive biases when exposed to personalized products (The IKEA Effect)? This question is answered by using the above-mentioned strategies to regulate our emotions in different situations. The "Fallacy of Uniform Efficacy" mentioned in Bonanno and Burton's article serves as another reason why we need a robust repertoire. A person's ability to control their emotions is more effective when they have a larger range of strategies to use. Often, individuals will use several strategies to regulate their emotions effectively, so knowing which strategies to use in what situation is very important. The IKEA effect has been a part of many customers' lives and it has cost them a lot. A simple issue like the IKEA effect should not be looked down upon and it should be avoided by customers to maintain a healthy experience when they shop for products. The emotion regulation strategies are effective and could potentially save customers their money.