Motivational research explained car buying through sexual symbolism

Evidence

In response, Dichter did not really answer the questions. Instead, he wrote, “Tell me how a man drives, and I will tell you what kind of man he is.” The Plymouth was available as both a convertible and a sedan. After interviewing car buyers, he theorized that men regarded a convertible as a symbolic mistress, offering adventure, excitement, and romance, even if they were more likely to buy a sedan, which “reminded them of the comfort and familiarity of their wives.” He therefore recommended both more advertising for convertibles and prominent showroom placement. This, he advised, would fire the male imagination, drawing in the male car buyer, so that he might yet marry the sedan. — Tim Wu, The Attention Merchants, 470

Categorization

• CANDY: The convertible-as-mistress / sedan-as-wife theory is a delightfully absurd, tweetable moment in advertising history.