You're talking about brand advertising, as distinct from product advertising. It's not so much about shopping for "something" as it's about instilling an affini

You're talking about brand advertising, as distinct from product advertising. It's not so much about shopping for "something" as it's about instilling an affinity, a nudge, when the choice is between your brand and something else (a competitive brand, a cheaper store brand, etc.). That is, between items that are otherwise equal(ish).