Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its "Put a Tiger in Your Tank" ad campaign. Which of the following conclusions formed the rationale for the famous campaign?

Question

Quizplus · Accepted Answer

Ernest Dichter's research suggested that the tiger symbol in the Esso (now Exxon) campaign would be effective because it provided powerful animal symbolism with vaguely sexual undertones, which could appeal to consumers on a subconscious level.

Esso (Now Exxon in the United States) Used the Work