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TABLE OF CONTENT

I. The Motivation Process: Why Ask Why? 2

1. Motivational Strength 3
2. Motivational Direction 4
3. Motivational Conflicts 5
4. How We Classify Consumer Needs 6
II. Affect 9
1. Types of Affective responses 9
2. Positive affect 10
3. Negative Affect 11
4. How Social Media Tap into Our Emotions 12
III. Consumer Involvement 13
Types of involvement 17

MOTIVATION AND AFFECT

Have you ever wondered why some people choose to bungee-jump off a bridge, whereas
others spend their leisure time playing chess or gardening? Whether it is to kill boredom or
attain some strong emotional experience, we do everything for a reason, even if we can’t
clearly understand that reason. As a marker, our goal is to satisfy customer’s needs. To do
that, we have to discover what those needs are and why they exist, that is to understand
motivation.

I. The Motivation Process: Why Ask Why?

Motivation refers to the processes that lead people to behave as they do. It occurs when a
need arises which may be utilitarian (example: when people buy iphone because of the
quality camera) or it may be hedonic (example: when people feel “a sense of status and
luxury” by buying iphone). The need creates a state of tension that drives consumers to take
action to reduce it. The desired end state is the consumer’s goal, and marketers try to create
products and services to provide desired benefits and help consumers reduce this tension.
One question that consumer researchers asked is whether a person even needs to be aware of
a motivation to achieve a goal. The answer is no.
Evidence suggests that motives can lurk beneath the surface, and cues in the environment can
activate a goal even when we don’t know it. Since brands are an integral feature of the
environment, they too can activate goals. That’s why marketers are exploring the effects of
incidental brand exposure to trigger these goals.

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Incidental brand exposure is a phenomenon where consumers unintentionally come into
contact with a brand. This can occur through logos, names, or products of a brand appearing
in their surroundings.
Example: This might be the Starbucks logo on a coffee cup someone is holding as you pass
them in the street or the Nike brand name on someone’s shirt while waiting at the bus stop.
Although you may not consciously look to identify these things, subconsciously your brain is
recognizing these logos and as a result, has been proven to later affect not only purchasing
but also the way we act and feel.
Example: In an experiment of Fitzsimons, participants were (subliminally primed) quickly
presented with the Apple logo or IBM logo to the extent that they were not consciously aware
of it then they were told to do a similar task. The result is people who were exposed to
“Apple” logo provided more unique and creative responses compared to those saw “IBM”
one. Apple has worked hard to create associations for its brand that reflect creativity,
innovation and ingenuity. Exposure to the Apple logo would trigger the goal to be creative
and make participants show greater creativity in the task.

1. Motivational Strength
Drive theory
The drive theory of motivation has been given by behaviorist Clark Hull and further
expounded upon by Hull’s collaborator Kenneth Space. Drive theory focuses on biological
needs that produce unpleasant states of arousal. The arousal this tension causes motivates us
to reduce it and return to a balanced state called homeostasis.
Some researchers believe that this need to reduce arousal is a basic mechanism that governs
much of our behavior. Indeed there is research evidence for the effectiveness of so-called
retail therapy.
If a behavior reduces the drive, we naturally tend to repeat it. Your degree of motivation,
then, depends on the distance between your present state and the goal.
People often do things that increase a drive state rather than decrease it. For example, we may
delay gratification. If you know you are going out for a lavish dinner, you might decide to
forego a snack earlier in the day even though you are hungry at that time.

Expectancy Theory
Expectancy theory suggests that expectations of achieving desirable outcomes—positive
incentives—rather than being pushed from within motivate our behavior. We choose one
product over another because we expect this choice to have more positive consequences for
us.
Example: Addressing each component of expectancy theory and the example of ‘Shape’
milk, expectancy is the consumer’s individual perception about their ability to achieve a
healthier, ‘in shape’ body. Instrumentality is the consumer’s belief that there is a connection
between the consumption of ‘Shape’ milk and the healthier body the consumer wants.
Valence refers to the perceived value of the reward, that being a healthier figure. Therefore,
expectancy theory states that the motivation of consumers who purchase Dairy Farmers’
‘Shape’ milk over generic milk is to become healthier.

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The placebo effect (Hiệu ứng giả dược) vividly demonstrates the role that expectations play
on our feelings, thoughts, and behaviors. This term refers to the well-documented tendency
for your brain to convince you that a fake treatment is the real thing—and thus a sugar pill or
other placebo can actually reduce pain, treat insomnia, and provide other benefits.
Example: the researchers labeled a cocktail that contained an energy drink, study participants
perceived themselves to be more intoxicated than did those who drank the same cocktail
without this labeling.

2. Motivational Direction
Motives have direction as well as strength. They are goal-oriented in that they drive us to
satisfy a specific need. We can reach most goals by a number of routes, and the objective of a
company is to convince consumers that the alternative it offers provides the best chance to
attain the goal.
Needs versus Wants
A need reflects a basic goal such as keeping yourself nourished
or protected from the elements. In contrast a want is a specific pathway to achieving this
objective that depends a lot on our unique personalities, cultural upbringing, and our
observations about how others we know satisfy the same need.
- In some cases, we don’t even know we have a “want” until we can no longer have it.
- When we focus on a utilitarian need, we emphasize the objective, tangible attributes
of products
- Hedonic needs are subjective and experiential; here we might look to a product to
meet our needs for excitement, self-confidence, or fantasy—perhaps to escape the
mundane or routine aspects of life. It’s hard to overstate the importance of hedonic
consumption as an influence on consumers’ choices. This term refers to the
multisensory, fantasy, and emotional aspects of consumers’ interactions with products.
As manufacturing costs go down and the amount of “stuff” that people accumulate
goes up, consumers want to buy things that will provide hedonic value in addition to
simply doing what they’re designed to do.
Example: For years, Procter & Gamble have sold boring boxes of soap powder to housewives
who suffered in silence, yearning for the daily respite of martini time. Lowry and Ryan
gambled that they could offer an alternative: cleaners in exotic scents such as cucumber and
lavender that came in aesthetically pleasing bottles. Within 2 years, they gain more than $2
million in revenue. The company’s success wasn’t just due to its eco-friendliness. The
company’s founders added some pizzazz to their innovative products by making them
aesthetically pleasing and fun.

3. Motivational Conflicts
Consumers experience different kinds of motivational conflicts that can impact their purchase
decisions. A goal has valence, which means that it can be positive or negative. We direct our
behavior toward goals we value positively; we are motivated to approach the goal and to seek
out products that will help us to reach it.Because a purchase decision can involve more than
one source of motivation, consumers find themselves in situations in which different motives,

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both positive and negative, conflict with one another. Marketers attempt to satisfy consumers’
needs by providing possible solutions to these dilemmas.

Approach–Approach Conflict
A person has an approach–approach conflict when he or she must choose between two
desirable alternatives. The theory of cognitive dissonance is based on the premise that people
have a need for order and consistency in their lives and that a state of dissonance (tension)
exists when beliefs or behaviors conflict with one another. We resolve the conflict that arises
when we choose between two alternatives through a process of cognitive dissonance
reduction, where we look for a way to reduce this inconsistency (or dissonance) and thus
eliminate unpleasant tension. A marketer can bundle several benefits together to resolve an
approach–approach conflict.
Example: A student might be torn between going home for the holidays and going on a skiing
trip with friends.

Approach-Avoidance Conflict
An approach–avoidance conflict occurs when we desire a goal but wish to avoid it at the
same time. We may feel guilty or ostentatious when we buy a luxury product such as a fur
coat. Some solutions to these conflicts include the proliferation of fake furs, which eliminate
guilt about harming animals to make a fashion statement. Many marketers try to help
consumers overcome guilt by convincing them that they deserve these luxuries.

Avoidance-Avoidance Conflict
We may face a choice with two undesirable alternatives: for instance, the option of either
spending more money on an old car or buying a new one. Don’t you hate when that happens?
Marketers frequently address an avoidance–avoidance conflict with messages that stress the
unforeseen benefits of choosing one option (e.g., when they emphasize special credit plans to
ease the pain of car payments).

4. How We Classify Consumer Needs

To explain almost all human behaviors in a systematic way, many psychologists have tried to
create a set of universal basic human needs.

Murray’s Psychogenic Needs

Henry Murray developed a set of 20 psychogenic needs that result in specific behaviors.
These needs include such dimensions as autonomy (being independent), defendance
(defending the self against criticism), and even play (engaging in pleasurable activities).
Murray believed that everyone has the same basic set of needs but that individuals differ in
their priority rankings of these needs lead to the uniqueness of personality. Many personality
tests are based on a basic of Murray’s framework such as: Thematic Apperception Test (TAT)
and Personality Research Form.

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Specific Needs and Buying Behavior

Other motivational approaches have focused on specific needs and their ramifications for
behavior. Some important needs include:

- Need for affiliation which is the desire for social interaction, connection, and a sense
of belonging, is relevant to products and services that involve social experiences and
community engagement.
Example: Social Media Platforms - Facebook’s message: "Bringing the World Closer
Together” highlighting the platform's role in connecting people from all around the
world.

- Need for power (to control one’s environment): Many products and services allow us
to feel that we have mastery over our surroundings.
Example: Smart home products, such as remote control products like Nest Thermostat of
Google and voice-activated assistants like Amazon's Alexa.

- Need for uniqueness (to assert one’s individual identity): Products satisfy the need for
uniqueness when they promise to bring out our special features.
Example: Style by PNJ’s message is "Declaration of personality"; use the fingerprint in
the letter Y (YOU) in their logo to symbolize the unique differences in each person.

Maslow’s Hierarchy of Needs

Surely everyone is familiar with Maslow’s Hierarchy of Needs, its structure implies that the
order of development is fixed—that is, we must attain a certain level before we activate a
need for the next, higher one. From the bottom to the top, the need levels are: physiological,
safety, belongingness, ego Needs and self-actualization. Self-actualization is a bit special, it is
actually considered quite rare, and most individuals have been through "peak experience"
which is described as a moment of pure joy and excitement rather than continuous
achievement.
Research indicates that the fulfillment of one need is not necessarily dependent on another.
This gives marketers the opportunity to appeal to each need individually and to each
customer looking to fulfill them. At each level, the person seeks different kinds of product
benefits.

Physiological: Basic needs like food, water, and health products.

Safety: Products offering security, such as financial reserves and insurance.
Belongingness: Products that facilitate social connections like social media platforms, dating
apps, clubs.
Ego Needs: Luxury goods, designer clothing, cosmetics or brands that boost self-esteem.
Self-Actualization: Products related to personal growth, enrich experiences like education
and travel.

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However, there is a problem when marketers somewhat oversimplify the application of
Maslow's Hierarchy of Needs in their strategies, especially because the same product or
activity can fulfill different needs. For example, gardening could satisfy needs at every level
of the hierarchy, as you can see.
Additionally, Maslow’s hierarchy does not apply universally, different cultures may prioritize
needs differently. Example: Many Asian cultures value the welfare of the group
(belongingness needs) more highly than needs of the individual (esteem needs). So one
important thing to remember is this hierarchy is useful for marketers because it reminds us
that consumers may have different need priorities in different consumption situations and at
different stages in their lives—not because it exactly tells the ladder of needs that the
consumer will climb in order.

II. Affect

1. Types of Affective responses

Affect describes the experience of emotionally laden states, but the nature of these
experiences ranges from evaluations, to moods, to full-blown emotions.
Evaluations are valenced (i.e., positive or negative) reactions to events and objects that
are not accompanied by high levels of physiological arousal. For example, when a consumer
evaluates a movie as being positive or negative, this usually involves some degree of affect
accompanied by low levels of arousal (possible exceptions such as Fifty Shades of Gray
notwithstanding!).
Moods involve temporary positive or negative affective states accompanied by moderate
levels of arousal. Moods tends to be diffuse and not necessarily linked to a particular
event (e.g. you might have just “woken up on the wrong side of the bed this morning”).
Emotions such as happiness, anger, and fear tend to be more intense and often relate to a
specific triggering event such as receiving an awesome gift. Marketers find many uses for
affective states. They often try to link a product or service with a positive mood or emotion
(just think of a sappy Hallmark greeting card). Of course a variety of products from alcohol
to chocolate are consumed at least partly for their ability to enhance mood. Numerous
companies evaluate the emotional impact of their ads; some such as Unilever and Coca-Cola
use sophisticated technology that interprets how viewers react to ads by their facial
expressions.
On other occasions marketing communications may deliberately evoke negative affect, such
as regret if you forget to play the lottery. Perhaps a more productive way to harness the power
of negative affect is to expose the consumer to a distressing image and then provide a way
to improve it. For example, a nonprofit organization might run an ad showing a
starving child when it solicits donations. Helping others as a way to resolve one’s own
negative moods is known as negative state relief. Recently we’ve seen a trend in advertising
toward inspirational stories that manipulate our emotions like a rollercoaster.
We’ve already seen that cognitive dissonance occurs when our various feelings, beliefs, or
behaviors don’t line up, and we may be motivated to alter one or more of these to restore
consistency. Mood congruence refers to the idea that our judgments tend to be shaped by our

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moods. For example, consumers judge the same products more positively when they are in
a positive as opposed to a negative mood. This is why advertisers attempt to place their ads
after humorous TV programming or create uplifting ad messages that put viewers in a good
mood. Similarly, retailers work hard to make shoppers happy by playing “up”
background music and encouraging staff to be friendly.

2. Positive affect
A passionate commitment to one brand has famously been termed a lovemark by the head of
the Saatchi & Saatchi advertising agency which helps to explain why many of us will
willingly pay a premium for a product that on the surface seems to do the same thing as a less
expensive alternative
Happiness
Happiness is a mental state of well-being characterized by positive emotions.
Many of us believe that owning shiny materials is the key to happiness but researchers said
this only links to lower levels of happiness! We are have an instinct to accumulate rather than
to consume
- Money does not necessarily buy happiness but some researchs said that it can least
buy free time—and thus higher life satisfaction, like traveling by plane, having
outsource chores and so on.
- People are happier when they thought of experiential purchases (defined as a purchase
made with the primary intention of acquiring a life experience) instead of material
purchase (defined as a purchase made with the primary intention of acquiring a
material possession)
- Younger people are more likely to associate happiness with excitement, whereas older
people are more likely to associate this state with feelings of calm and peacefulness
3. Negative Affect
Marketing messages can make us sad, angry, or even depressed— and sometimes that’s done
on purpose!
- Example: In a recent IKEA campaign, the company renames furniture to reflect the
relationship problems that Swedish people most frequently Google to show that its
products link to emotional needs. Thus if a person Googles “my partner is vain,” they
will find that a backlit mirror shows up in the search results

Disgust
- Disgust is believed to have evolved to protect against contamination.
- These reactions help prevent pathogens and expel tainted food.
- Disgust affects moral judgments, making people harsher on moral offenses:
+ In one experiment, people who sat in a foul-smelling room or at a desk
cluttered with dirty food containers judged acts such as lying on a résumé or
keeping a wallet found on the street as more immoral than individuals who
were asked to make the same judgments in a clean environment.
- Negative imagery, including disgust, is used in marketing for impact:

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 + To discourage people from consuming sugary drinks, the New York
Department of Health showed a man imbibing a soft drink—as he does the
beverage turns into gobs of fat.
+ Febreze ran a TV commercial where blindfolded people in a foul room believe
it’s actually a nice location because the air freshener covers up the stench.
+ Lamisil is a medication for toenail fungus, so it’s not too hard to generate
feelings of disgust. The company created a creature it called “Digger” that
excavates its way under people’s nails—a safe bet it accomplished its
objective.
Envy
- Envy is a negative emotion associated with the desire to reduce the gap between
oneself and someone who is superior on some dimension
- Two types of envy:
+ Benign envy occurs when we believe the other person actually deserves a
coveted brand (like an iPhone). Under these circumstances the person may be
willing to pay more to obtain the same item
+ Malicious envy occurs when the consumer believes the other person does not
deserve his or her superior position. In this case consumers may not desire the
product the other person owns, but they may be willing to pay more for a
different brand in the same category (like a Samsung Galaxy) to set them apart
from the other person
Guilt
- Guilt is “an individual’s unpleasant emotional state associated with possible
objections to his or her actions, inaction, circumstances, or intentions
- Marketers may try to invoke a feeling of guilt when they want consumers to engage in
prosocial behaviors such as giving to charities
- Effective when others are present because this approach activates a sense of social
responsibility but subtle and careful approach can prevent being backfired
Embarrassment
Embarrassment is an emotion driven by a concern for what others think about us, must be
aware of, and care about, the audience that evaluates us, this also pops up when we purchase
socially sensitive products such as condoms, adult diapers, tampons, or hair-lice shampoo,
consumers try to reduce embarrassment by hiding a sensitive product among others in a
shopping basket or choosing a cashier who looks “more friendly” when they check out.

4. How Social Media Tap into Our Emotions

It's fascinating to see how online media has tapped into our emotions and motivations. In this
digital age, everything is moving online, becoming part of the vast network. Many
companies, especially those tied to social networks, understand and work with these
emotional and motivational aspects.

For example, think about those "likes" and "love" buttons on Facebook and Twitter. They're
not just there by accident. They are part of what we can call the "happiness economy." You

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see, you might not directly pay for the products, but what you're really giving in return is
your attention. Companies are keen on capturing your gaze and tracking what you like and
dislike. They do this by watching what people are talking about and how they're feeling
online. It's like a goldmine of information.

Some tech companies have moved away from traditional market research. Instead, they rely
on the constant feedback consumers provide on social networks. You've got people writing
reviews or expressing their thoughts on Twitter, Facebook. They tell companies precisely
what they want, what they like, and what they don't. Businesses can actively use this
information to create new products.

One method they use is called "sentiment analysis." It's like teaching a computer to
understand the emotions hidden in all those words. By analyzing keywords and phrases in
these reviews and comments, you can score them and figure out if they're positive or
negative. You can even pinpoint the aspects of a product that people love or dislike. This
process can build a vast database of information.

This data isn't just for show; it's gold for companies. They can evaluate their current brands
and products and, more importantly, use this feedback to develop new stuff. This means
they're actively listening to their customers through their social networks.

III. Consumer Involvement

Involvement is “a person’s perceived relevance of the object based on their inherent needs,
values, and interests.”

Levels of Involvement: Inertia to Passion

- In “Inertia" state, consumers make decisions out of habit and lack the motivation to consider
alternatives. They may not actively engage with the decision-making process and simply
stick to what they've always done.
- At the highest level of involvement is "passion." Consumers in this state are deeply
enthusiastic and devoted to a particular product or brand. Their decision-making is highly
emotional, and they may invest significant resources, time, and energy into their choices.
This level of involvement often leads to strong brand loyalty and a sense of personal
connection to the product or brand.

Type of information processing depends on the consumer’s level of involvement:

- Simple processing: Only the basic features of the message are considered.
- Elaboration: Incoming information is linked to preexisting knowledge.
→ Involvement reflects our level of motivation to process information about a product or
service we believe.

Involvement can vary based on different factors, like the situation:

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- When something is really important to you
→ Your brain goes into action.
- But if it's something you usually buy without much thought, like your go-to ketchup brand,
that's low involvement.
→ You're on autopilot because you've done it a hundred times.
- On the flip side, if your situation changes, like when you're hosting friends and want to
impress them with different ketchup options, your product involvement suddenly increases.
→ Now you care about ketchup variety, and you're exploring different brands.
So, our motivation and emotions shift with our level of involvement in a product or situation.
It's like a switch that changes how we make choices.

Personal factors, such as needs and interests, influence your level of involvement. For
instance, when you're hungry, the importance of food skyrockets, making you highly
involved in selecting a meal. Personal interests also play a role. If you're passionate about
something, like watches, you're more involved in that product category because it aligns with
your values and interests.

Moreover, aspects of the message or source can impact involvement. If the source is a
company's ad, you might be more skeptical because they're trying to sell the product. In
contrast, if a friend recommends something, your involvement might be higher because you
trust their opinion.

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Situational factors can also change your level of involvement. For instance, when you're in a
hurry and need a quick meal, you're less involved in the purchase decision. On the other
hand, when organizing a business dinner to impress someone, your involvement is high
because of the importance of your business meeting.

Involvement can lead to various outcomes, and these factors collectively determine the
processes consumers go through when making decisions.

Measuring involvement is a bit like trying to understand what's going on in a consumer's

mind. They usually use a set of questions or a "scale" to gauge involvement. A scale typically
includes several questions designed to measure the same thing. So, in the end, what we do is
adjust the scale so that when we add up all the scores, we get a measure of how involved a
person is with a particular product or purchase category. It helps us understand just how
interested they are.

Involvement as a Continuum: Ranges from disinterest to obsession

- Inertia (Low involvement consumption): Consumer lacks the motivation to consider
alternatives.
- Flow State(High involvement consumption): Consumer is truly involved with the product,
ad or web site.
- Cult Products: Command fierce consumer loyalty and perhaps worship by consumers who
are highly involved in the product.

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Cult Products (High involvement in a brand):
Command fierce consumer loyalty, devotion, and maybe even worship by consumers. A large
majority of consumers agree that they are willing to pay more for a brand when they feel a
personal connection to the brand
Example: When Apple lauch new Iphone, thousands of people waited in front of Apple stores
for days to be one of the first to buy the newest Iphone - even though they could order the
phone online and have it delivered in three days.

Types of involvement
- Product Involvement
Product involvement is a consumer’s level of interest in a particular product. The more
closely marketers can tie a brand to an individual, the higher the involvement they will create.
Product decisions are likely to be highly involving if the consumer believes there is a lot of
perceived risk. Risk is greater when a product is expensive or complicated

When a consumer is highly involved with a specific product -> brand loyalty
In fact, we often find that a brand-loyal consumer has more than simply a positive attitude;
frequently he or she is passionate about the product
For e.g: Buyers dares to line up 2 or 3 days before the new Iphone is launched, not only
because their loves for brand, but also their passion for Apple’s products due to its innovative
functions, designs in the latest version leading to the increase in owners’ self-confience and
self values.

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How-To Increase Product Involvement

1. Mass customization: describes the personalization of products and services for

individual customers at a mass-production price.
E.g: Levi’s blue jeans that have a right leg one inch shorter than a left leg to fit an
asymmetrical body
2. DIY: When we have the opportunity to personalize a product, our involvement
increases because the item reflects our unique preference. For more explanation:
When we build the product ourselves, the value we attach to it increases because our
own labor is involved
E.g: Uniqlo self-customized UT T-shirt at flagship stores, with the same price of other
printed UT T-shirt (399k) but through self-customized, the brand encourages buyers
to make the T-shirt with their own styles by drawing any elements they love and the
brand will support to print the image on the white T-shirt, it helps to enhance more
experiences to customers.
3. Co-creation: Collaborate with clients to envision new solutions for problems (B2B) or
invite customers to input for new launching products.
4. Gamification: the application of gaming principles to non-gaming contexts.
Eg: Duolingo developed a unique language learning app that works on gamification.
The developers of Duolingo launched 98 educational courses that taught 39 new
languages, representing every major country in the world. Duolingo's main interface
comprises animated characters and color pops to catch your maximum attention.

Message Involvement
Refers to a consumer’s interest in processing marketing communications. Creative marketing
techniques are emerging as effective ways to engage consumers. Importance of engaging
viewers in advertising and how highly involved viewers are more receptive to commercials
Strategies to increase situational involvement:
1. Use novel stimuli, such as unusual cinematography, sudden silences, or unexpected
movements, in commercials.
2. Include celebrity endorsers.
3. Provide value that customers appreciate.
4. Use prominent stimuli, such as loud music and fast action, to capture attention.
5. Invent new media platforms to grab attention.
6. Encourage viewers to think about actually using the product.
7. Create spectacles where the message is itself a form of entertainment.

E.g:
- Providing Value: Brands like Toyota often highlight the value of their vehicles, emphasizing
fuel efficiency, safety features, and reliability in their TVCs.

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- Novel Stimuli: An Apple commercial for the iPhone used unusual cinematography,
featuring dramatic slow-motion shots and artistic lighting to highlight the phone's camera
capabilities. This created a visually engaging and memorable ad.

Situational Involvement
Situational involvement: describes engagement with a store, website, or a location where
people consume a product or service. Retailers and event planners today focus on enhancing
customers’ experiences in stores, dealerships, and stadiums -> “butts-in-seat” strategy (Chiến
lược tấn công vào ghế)
E.g: Chrysler is ramping up its efforts to get people to test drive cars at dealerships and auto
shows.
Strategies to increase situational involvement:
1. Personalization:
E.g: At some Dunkin’ Donuts locations, a person who orders a morning coffee sees an
ad at the cash register that pushes hash browns or breakfast sandwiches. And, of
course recommendation agents that provide customized suggestions when we shop
online perform much the same function
2. High-Tech:
E.g: Exciting new technologies such as augmented reality, virtual reality, and beacons
allow retailers to turn the shopping experience into an adventure
3. Subscription boxes (website)
E.g: deliver “surprises” of exotic food items, personal care products,
books, wine, clothing, and many other wondrous goodies on a regular basis to
consumers who sign up.

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