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

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

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?

▸ The playful nature of the tiger is appealing to female consumers.

▸ The size of the tiger enhances a male's ego.

▸ The tiger supplies powerful animal symbolism and it contains vaguely sexual undertones.

▸ Orange and black are two of the most powerful colors in the color spectrum.

Textbook

Consumer Behavior: Buying, Having, and Being

Edition: 12^th

Author: Solomon

Read 106 times

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austire

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More solutions for this book are available here

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Lopezj273 Author

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Appreciate the effort, thank you!

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