Housewives who were bored in their roles needed gimmicks that helped them feel creative, but not so creative that they got the idea that they should be doing other things with their lives. After all, they were still using a prepared mix. The “guilt” that advertisers de-emphasized was derived from her sense of being outwardly defined. She existed to address the needs of her family who would always appreciate new things to eat. Therefore, the creativity was still directed outward, for the family more than her own satisfaction.