People often buy on emotion and justify it with logic. That really comes to the fore with “image sales.” Some products are easier to sell when you emphasize their image, the status or glamor of owning them.

A man may explain the reason he bought a new, expensive Mercedes as “You know these things are really built with precision. They’re quality cars that will last for a lot of miles… blah, blah.”
But we all know he REALLY bought it because owning a Mercedes means you’re well-off.

People who buy a Rolls Royce don’t care about its various features and benefits. They are interested in the image of class, wealth, status, etc. that goes along with the $400,000 price tag
The whole woman’s fashion industry runs that way, explaining why someone will pay $1000 for a Prada handbag.

Prada is so snooty it is almost impossible to buy something in their online store. You have to read their conditions of sale, attest to being over 21, if you make a mistake you get dumped back to the beginning.

You would never market most products that way. They could care less! It just contributes to their image.

The moral of the story is, if you are going to market something, take the trouble to REALLY find out why people are going to buy it.

Then market accordingly.