A car company is coming out with a new model sport car designed to appeal to middle-age consumers who have a secure job and home life but want to add some excitement to their life by driving a sporty, youthful-looking car. The marketing campaign will emphasize the youthful look the car will give its drivers. This illustrates the:

Question

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The marketing campaign emphasizes the youthful look the car will give its drivers, which appeals to the desire for esteem and self-enhancement.

A Car Company Is Coming Out with a New Model