Bo Derek’s comment that “money can’t buy joy” is brilliant illustration of the impact of business on customers’ emotional well-being. Ferreira (2018) and Agante (2018) state that marketers prefer to show contentment indirectly by using strength, success and happiness. This induces emotional buying where customers want to connect with one emotion. When discussing money and happiness, brand positioning is important. Strong companies use pleasure to show usefulness, quality, life, safety and authenticity. Items with greater utility will be more expensive due to their ability to satisfy consumers’ desires. Businesses invest large amounts in modern technology, human resource, and branding to create products that meet the changing needs of their clients. These items are often expensive, satisfying clients’ needs and leading to their satisfaction. This is a feeling that brings you pleasure, and it requires money. A second reason is that higher living standards are linked to more costly items. Malik (2017) states that people correlate happiness and their socioeconomic standing. Higher quality living results in happier individuals. Corporations seek out middle- and upper class customers because of their purchasing power. Shah and Malik (2019) state that most business target middle-class clients because they are more likely to save than to buy, which is an indicator of their emotional contentment. The linked items in this section are often expensive, which gives consumers pleasure because they identify with their socioeconomic status.