in placing the set in a living room or home theater. Intangible product attributes, including the
staius associated with product ownership, a manufacturer's seryice commitment, and a brand's
overall reputation or mystique, are also important. When shopping for a new TV, for example,
many people want "the best": They want a TV loaded with features (tangible product elements),
as well as one that is "cool" and makes a starus statement (intangible product element).