But in post-industrial societies, consumers look for more in a product than just functionality. Relatively prosperous Europeans tend not to purchase a car merely to get from point A to point B, shoes to keep their feet dry, a watch just to tell the time, or a bottle of water only to quench their thirst.
但在后工业化的社会，消费者对产品的要求不仅仅是功能性。相对富足的欧洲人不会买一辆车只是为了从A点开到B点；买一双鞋业仅是为了不湿脚；买一只表只是为了看时间或买一瓶水只是为了解渴。我们买的东西除了使用功能外还有别的意义。