Does Personally Customising Products Improve Performance?

Is it possible that by personally customising your products (think running shoes, golf clubs, pens and more), you can improve your performance with them? Dan and Akin squeeze a research study looking into this and similar questions. - Research Paper: 'The Self-Expressive Customization of a Product Can Improve Performance' by Ulrike Kaiser, Martin Schreier and Chris Janiszewski