Opportunity Identification ◾ 31
Emotional Well-Being or Social Well-Being
For the most part, all products can touch buyers on an emotional per-
spective. There are some products that are purely functional and offer
little to no emotion, such as computer paper or raw materials (e.g., wood,
Styrofoam, etc.). On the other hand, there are products that have mostly
emotion and offer little to no function, such as jewelry or cosmetics.
Finally, there are products that offer both function and emotion, such as
electronics, apparel, and even some appliances. In many cases, emotion
can be added to functional products. For example, a car is functional.
Its basic job is to provide transportation. However, these days, most auto
purchase decisions are based ...