According to evolutionary psychology social identity, or status, a key motivation for peoples consumption. The pride of the buyer/user is boosted by the opportunity to be seen with a premium product. The relation price/pride is one of the most important issues in the marketing of branded products. Read more about the value of price in the theory of ValueMarketing.
Marketing deals with branded products only. The effectively branded product is valued as perceived, metaproduct included. This means that the traditional marketing mix is completely illogical. The P standing for Product will have its meaning transformed every time any of the other Ps is changed. This is why the Value Marketing concept introduces a new, different kind of marketing mix; read more about the Transaction Equation of the Value Marketingtheory.