“Today, yes of course a car helps us to transport ourselves from A to B. Of course a refrigerator refrigerates still. But at the same time the refrigerator is a part of your kitchen, which is a part of your life, which is a part of a statement of who you are. And there are many refrigerators, and they are all good. So why not buy a refrigerator that expresses something about you. Or a car that says something about you. A Mini Cooper instead of a little Japanese anonymous Nissan Micra. But the Cooper with the stripes and everything says something about you. You do a statement. Which means that you not only buy the car for the functional reasons. Or any other product for functional reasons. You build your own feelings, lifestyle, fantasy, sexuality, everything into that consumption decision.”

Kjell Nordström, professor International Business, consultant