This dissertation is an exploratory research into of the impact of promotions techniqueson consumer psychology. The research that draws on the interpretive methods andcategories of psychoanalysis and semiology is an attempt to define the product concept of a musical product in terms of distinctive sets of promotional discourses that communicateits features to select audiences. The audience at hand is the teen-market, and itssegmentation takes place against life-style characteristics. The aim is to find out whetherthe ‘cultural imagery’ disseminated by promotional techniques has an impact onconsumers’ relationship with their ego-ideal and situational self, as well as how a notionof selfhood is established via musical products. In addition, the aim is to explore whetherpromotional discourses impact on intra-group coherence, and help shape the ‘sacredcharacter’ of musical products. Finally, this thesis aims to put forward a new approach inaccounting for consumptive phenomena of the entertainment business, viz. IconicConsumption, as well as to demonstrate how its operational categories can be put into useand yield important results for consumer behaviour researchers.