How do products/brands/services
- Reflect Feelings
- Monitor Feelings

• Create / Enhance Positive Emotions
• Control Negative Emotions

For example, using a product, brand or service may enhance feelings of:

• Confidence
• Security
• Accomplishment: “reward”, “treat”
• Emotional Lift: Fun, excitement, indulgence
• Femininity

How do consumers communicate their identity & relationships through products / brands / services that signal, for example:

• Social Status: Symbolize success, Sophistication
• Core values
• Uniqueness: Personality, interest, “taste”/aesthetic
• Competence
• Societal Role
• Maturity or youthfulness