These words were thus grouped into two characteristics: ‘personal preference’ and ‘personal value,’ both in relation to idea or concept. This group was accordingly labeled ‘Ideo Form.’ Ideo form addresses personal values and preference. Products at this level help us to feel more like who we believe we are or who we would like to be (Albrecht, Lupton & Holt, 2000). Participants, in this regard, displayed their own preferences when appreciating and choosing the products they desired.