| RESEARCH PRODUCT 1 (Calvin Klein Defy) | RESEARCH PRODUCT 2 (‘This is an ad for men’ L’Oreal Paris) | MY PRODUCT (Lynx) | |
| UNDERSTANDING SELF | Choose how you want to smell | Choose how you want to look | Choose how you want to smell |
| ENJOYMENT | Usually used on a special occasion | Usually used on a special occasion | |
| ESCAPISM | possibly could be able to feel like someone else | ||
| KNOWLEDGE ABOUT THE WORLD | |||
| SELF CONFIDENCE, SELF ESTEEM | smelling good boosts a persons self esteem and or confidence. | looking the way you want to will boost esteem and confidence | smelling good boosts a persons self esteem and or confidence. |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | |||
| ANY OTHER CATEGORY OR THEME | May be expensive. | The brand indicates a premium quality which implies a high price tag | Low price tag due to the target demographic |
