| Research Product 1 [Maybelline Eyeliner] | Research Product 2 [Nivea Lip balm] | My product | |
| Understanding Self | Let’s you appear nice for other people/for yourself. | Understanding fundamental reasons why it’s good to keep your lips moisturised. | Allows you to choose how you want to appear. |
| Enjoyment | You can do different styles with it, let’s your creativity flow. Typically worn when going out. | Keeps your lips healthy. | Allows creativity. |
| Escapism | Model is out and about to indicate you usually wear it out. | Escape reality by having an interest in health and skin care. | Usually worn out- allows you to escape from boredom. |
| Knowledge about the world | ‘Life is better with eyeliner’ | ‘You need lip balm to keep your lips healthy’ | N/A |
| Self confidence, Self esteem | Model is extremely confident and looks like she’s having fun. | Model is happy, showing off ‘luscious lips’ created by the lip balm. | Typically worn to boost confidence and self esteem. |
| Strengthen connections with family and/or friends | N/A | N/A | N/A |
| Any other category/theme | Usually on the more expensive side. | Usually on the less expensive side. | Can bee seen as cheap and expensive. |
