Neuroscience has demonstrated that a consumer buys a certain product not just because of its characteristics, cost, or the
product’s advertising message but mainly on the basis of an intuitional relation with the product’s brand. Consumer perceptions about brands are built gradually through time and experiences that help extract evaluations in the customer’s mind. This explains why, for example, certain consumers go to McDonald’s or wear fashionable sneakers; it is not because
of the way the product looks, tastes, or fits but rather because of the way the product or the service perfectly matches their lifestyle