Product function and product meaning
In the video’s clothing example, shirts can serve the same basic purpose, while buyers may also care about craftsmanship, origin or the image associated with a brand. The speaker calls this motive “bias”; it can be described more neutrally as a preference and meaning that customers associate with a product.
The idea can help a business ask what experience or value customers expect beyond the product’s function, and what evidence supports claims about quality, origin or service. Avoid claims of uniqueness without evidence, and do not assume everyone will pay more for brand image.
Test a value proposition
Talk with distinct customer groups, test messages and prices transparently, and review repeat purchases and complaints. Good marketing helps customers understand why a product may suit them; it should not pressure or mislead them.