At the top of the axis are items that are of greatest importance to consumers, either though rational or emotional attachment. At the bottom of the axis are things of least importance. As you move clockwise from the 12 o'clock to the 6 o'clock position, the strength of the emotional attachment decreases. As you move counterclockwise from the 12 o'clock to the 6 o'clock position, the strength of the rational attachment decreases. The segments are discussed in a clockwise direction.
Products appeal to the private, fantasy worlds of consumers.
Consumers could have strong emotional attachment to any brand or product category. Typical ones would be luxury automobiles, clothing. These products make a statement to others, rather than to ourselves, about who we are. The sensory segments includes all produts where appeals to the five senses prevail. This segment is identical to the FCB Quandrant 4.