uadrant Four of the FCB Grid is for products that are low involvement, emotional decisions. These are items that aren't really very expensive and make you feel good or provide self-satisfaction. Here, we would find entertainment, snack foods, fast foods, soft drinks, candy and cigarettes and alcohol (although very expensive alcohol might move up to Quadrant Two). Many times, these are impulse or convenience buys. Products in this catagory don't really have a lot of rational reasons for you to buy, and rely heavily on "feel good" ads. Many times, lifestyles are portrayed to attach an image to the product (such as, if you are young, drink Pepsi.