Hypothesis 1: The value of an object to an individual is a function of individual and social meanings. The watch one inherits from a loved one, the gift from one's wife or friend, the first watch, the wedding watch, and the watch representing an achievement are all embued with personal meaning, not visible to the onlooker. The hot watch of the year, the design icon, the brand favored by one's reference group, the brand that supports one's favorite sport, the model named for one's hero, the degree of bling or understatement imagined to command the approval of one's aspirational colleagues, and countless discriminations made among one's affiliated groups (families, coworkers, bosses, friends, viritual friends, subcultures, culture, social class, and more) reflect the social meaning of the object that contributes to the subjective calculus of value.
Hypothesis 2: Passion is the emotion each of us attaches to objects we value, and this reflects the personal meanings, social meanings, and the existential reassurance we receive from admiring, holding, touching, wearing (or driving or piloting or otherwise using), or owning the object.
Park