17. Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its “Put a

17. 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?
a. The size of the tiger enhances a male’s ego. b. The tiger supplies powerful animal symbolism and it contains vaguely sexual     undertones. c. Orange and black are two of the most powerful colors in the color spectrum. d. The playful nature of the tiger is appealing to female consumers.