<i>I&#x27;ve received poor value because I&#x27;ve paid more for the same thing.</i><p>I disagree with this completely.<p>Did you buy it because price wasn&#x27;t important to you and it was on a more convenient shelf? General Mills paid for that shelf space out of their marketing budget, so the added value was convenience.<p>Did you buy it because your kid likes the cartoon bee and wouldn&#x27;t eat any other cereal? Then the added value was entertainment. This is the same value you get when you buy a movie ticket.<p>What about when someone buys shoes from Gucci as opposed to loafers from Kmart? The consumer is paying for the marketing, without question. But they&#x27;re getting something for their money - self esteem, status, etc.