This is the pleasure gained from interactions with others, which might include friends, family, like-minded individuals, colleagues, or a person's relationship with society in terms of status and image. Examples of things that have this effect on people include a coffee machine that serves as a gathering point for people to socialise or a piece of jewellery that sparks a conversation. As with owning a BMW or a Tag Heuer watch, the product may reflect a person's membership in a social group and serve as part of their social identity.