Freudian Motivation Theory posits that unconscious psychological forces, like hidden desires and motives, shape an individual’s behavior, including their purchasing patterns. This groundbreaking concept was developed by Sigmund Freud, who is synonymous with modern psychoanalysis.
Key Takeaways
- Freudian motivation theory argues that unconscious psychological forces, such as hidden desires and motives, shape an individual’s behavior, including buying patterns.
- This theory is widely applied in various fields, including sales and marketing, to understand consumer motivations when making purchase decisions.
- The theory explains the sales process as a way for consumers to fulfill conscious, functional needs and unconscious needs simultaneously.
Understanding Freudian Motivation Theory
Freudian Motivation Theory finds extensive application in various fields, including sales and marketing, to understand consumer motivations in making purchasing decisions. More precisely, Freud’s theory connects product qualities like touch, taste, or smell with the memories they might evoke in individuals. By recognizing how product elements trigger emotional responses, marketers and salespeople can guide consumers toward making purchases.
The theory explains the sales process with a dual approach: fulfilling conscious needs, such as covering a window with blinds, and satisfying unconscious needs, such as the fear of being seen naked. For instance, a salesperson might ask a first-time homebuyer if this is their first independent home. If the answer is yes, the salesperson could highlight the warmth or comfort of the furniture, triggering a feeling of safety.
Freudian Motivation Theory Tenets
Freud believed the human psyche could be divided into the conscious and unconscious mind. The ego, representing the conscious mind, comprises thoughts, memories, perceptions, and feelings that form an individual’s identity. The id, representing the unconscious mind, consists of instinctual drives present since birth. The superego serves as the moderating force of societal norms and taboos, ensuring not everyone acts on impulse. These tenets guide market researchers in discerning why consumers make particular purchases by focusing on their conscious and unconscious motivations alongside societal expectations.
Freudian Motivation Theory Put to Use
Companies planning to assess the success potential of a new product often enlist market researchers to uncover the hidden motivations of selected consumer groups. This helps determine what might trigger their buying habits. Researchers may use techniques like role-playing, picture interpretation, sentence completion, or word association to discover deeper meanings. Such exercises provide insights into how consumers react to products, enabling more effective marketing strategies. For example, buying a specific brand of computer can evoke feelings of smartness, success, productivity, and prestige. Marketers can leverage this information to cultivate a strong brand identity.
Related Terms: Id, Ego, Superego, Psychoanalysis, Consumer Behavior, Marketing.
