These sources, culture and society, create what Morris Masse refers to as a “gut level value system” from which reference point people make decisions about all events and things around them. From about the age of ten years individuals are programmed with values which, once in place, are the basis for all judement calls in the present and future. The implicit value of a product or brand, and the way in which one shop for goods or uses a product have been generally circumscribed by the value system.