According to the SM-SBR model, the relationship foundation exactly embodies the main characteristics of holistic experience. In other words, to lay the solid foundation of positive relationships a seamless integration of pragmatic utilitarianism, emotionalism and social symbolism is indispensible. Pragmatic utilitarianism stresses the objective attributes of products; emotionalism accentuates the aspects of emotional arousal and attachment to products; social symbolism emphasizes the shared personalities and symbolic meaning of products.