Venturing into the wilderness? The "Rule of Three" is a vital survival guideline: 3 minutes without air, 3 days without water, and 3 weeks without food. These are the body's immediate physiological needs for survival. But human existence thrives on more than just the basics. We also crave psychological and social necessities like clothing, shelter, connection, justice, freedom, and stability. If we continue to break these down, we will end up with a list that distinguishes between needs and wants. Most people think that wants are needs, and it is possible that in certain conditions, the two overlap. This is how humans tend to think.

The World Health Organization (WHO) defines health as "a state of complete physical, mental, and social well-being and not merely the absence of disease or infirmity." Human quality of life is an individual's perception of their position in life in relation to the cultural context and value system in which they live. It is related to their goals, expectations, standards, and concerns. It is a broad concept complexly influenced by physical health, psychological state, personal beliefs, and social relationships. 

Specifically, it can also be said that human quality of life is greatly influenced by the existence of products (goods and services) that are able to support the needs of life now and in the future. For example, suppose you start to wonder whether carbohydrates impact blood sugar levels more than fats or proteins. In that case, the existence of rice or bread as products becomes the subject of your study for better quality of life. Meanwhile, quality of life in symbolic representation occurs when consumers buy luxury products based on self-oriented motivations as an embodiment of self-expression. 

As consumers, our most basic concerns often relate to the efficiency of time and money in our efforts to meet a range of needs, whether primary, secondary, or tertiary. Consumers also have preferences when they try to meet physiological needs, a sense of security, peace of mind, knowledge, entertainment, or temporary pleasures. Generally, the intersection with brands in consumers' daily lives occurs in the purchasing activity. There are planned purchases, impulsive purchases, and a variety of purchases of utilitarian or functional products to hedonistic products that are only for pleasure. This purchasing process is always colored by considerations and decisions influenced by rational thinking and emotional impulses that play in the subconscious. Brands work by providing cues in these decision-making processes.