Consumers consume meanings through the products that they chose (class 1) For meanings to be perceived, stimuli have to be sensed first (cut through the cutter; break thresholds) (class 2) Perception of meanings occur through according to what we link to stimuli to (class 2) What we link stimuli to depends on our culture, past experience, mood, Everyone has a script in their mind is anti- certain things. Make sure what you"re selling and how you"re selling it doesn"t go against the script in ppl"s head. If you"re a pioneer brand in a market you obvs have a lot of advantages. Script don"t rely on smell or complex messages for something like soap. When you"re watching something while you"re already happy or in a good mood you tend to remember it more (unless your ad is just the opposite of. Was there anything that prevented your research obstructions to research. Do not go by consensus bring in different ideas.