Both stories shared by Don are proof that a Hershey's bar is more than just an average chocolate bar. It is a symbol of his childhood representing brief moments of happiness. What is happiness? In season 6 Don describes it as "a moment before you need more happiness." People have strong emotional ties to products that drive high and low involvement purchases. Marketers use this to their advantage. They assist in creating and reminding consumers of relationships with different products.
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