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Markerters often have a specific stategy that they use in order to draw people into the product. Consumers go through a process call cognition which is the thinking and mental process that helps us store information. People will react to an ad depending on their personalities. After consumption of the product the consumer usally feels either satisfacation from the experience or disappointment. The value of a product depends on if the after affects are positive after you give. Two different types of value are Utiliatarian value verus Hedonic value. An example of a Utiliatarian value would be roach spray. People use roach spray to fix a problem but it does not generally bring them happiness. Toilet paper is also an example of Utiliatarian value because we need it for a specfic purpose but it does not give any experience or emotional value. An example of a hedonic value would be going to six flags and riding on all of the roller coaster. The situation is more about the experience and can give you a postive or negative reaction. Consumers go about creating value for customers in different way. Coca- Cola launched “Coke side of life” campaign to create happy feelings and to make the customer feel included. The campaign also reaches out to different life styles and it is understanding of different levels of happiness. Happiness is different for everyone depending on their living situations. A customer must play a part in the buying process for it to be successful. The more customer involvement the better affect that it will have on the consumer.