Customers perceive a product based on their needs, their awareness, and their consciousness of the company, the sustainability, and the environment. Sometimes perceived value is seen as different from common sense, like people waiting overnight to buy a new iPhone, or standing in line for something that is free of charge, like a free shuttle, versus taking a taxi. This also depends on the user’s perception of the value of their time. Marketers are always trying to find ways of increasing perceived value. More people equate happiness to well-being and therefore to value and its creation to improve one's well-being. Value creation has to do with creating good and well-being. Creating value for others could create value for one and increase his/her value. Happiness, just like value, is a perception and depends on circumstances and context.