Effects of Freudian Sexual Symbolism in Advertising on Self-Reported Purchasing Tendencies: A Preliminary Intrabrand Analysis

Abstract

A preliminary study measured the effects of Freudian sexual symbolism in liquor advertisements on self-reported purchasing tendencies by comparing symbolic versus nonsymbolic advertisements of the same brand of liquor (intrabrand). The analysis generally indicated greater purchasing tendencies for symbolic than for nonsymbolic advertisements. Findings suggest that symbolic advertisements may unconsciously motivate consumers to purchase certain products and, when sexual symbols are present versus absent, advertisements of the same product may influence consumers differently.