Marketing implications of Freud’s theory
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Freud's theory of personality posits that personality results from the interaction between the id, ego, and superego. The id operates on the pleasure principle, seeking instant gratification of needs. The superego incorporates societal morals and standards. The ego balances the demands of the id and superego using the reality principle. Freud also proposed psychosexual stages of development from infancy through adulthood that shape personality. Marketers can apply these concepts to better understand consumer behavior and develop persuasive branding strategies that tap into unconscious desires.
Marketing implications of Freud’s theory
- 1. MARKETING IMPLICATIONSMARKETING IMPLICATIONS OF FREUD’S THEORYOF FREUD’S THEORY
- 2. BACKGROUND OFBACKGROUND OF FREUDIAN THEORYFREUDIAN THEORY “PSYCHOANALYTIC THEORY OFPSYCHOANALYTIC THEORY OF PERSONALITYPERSONALITY” Unconscious needs or drives are at the heart of human motivation and personality.
- 4. IMPLICATION NO. 1IMPLICATION NO. 1
- 5. PERSONALITY RESULTS FROM CLASH OFPERSONALITY RESULTS FROM CLASH OF THREE FORCESTHREE FORCES IDID SUPEREGOSUPEREGO EGOEGO
- 6. TOPOGRAPHICAL MODELTOPOGRAPHICAL MODEL Three Parts of Brain activity: Conscious Pre-conscious Unconscious "The mind is like an iceberg, it floats with one-seventh of its bulk above water" (S. Freud)
- 7. IDID The raw, unorganized, inborn part personality The sole purpose is to reduce tension created by primitive drives It is mainly related to primary drives of hunger, sex, aggression and irrational impulses PLEASURE PRINCIPLE:PLEASURE PRINCIPLE: ““Behavior is guided by the primary desire toBehavior is guided by the primary desire to maximize pleasure and avoid pain”maximize pleasure and avoid pain”
- 10. SUPEREGOSUPEREGO It represents the rights and wrongs of the society It becomes part of personality when children learn right and wrong and incorporate them into their own standards of oral principles. It develops through a persons parents, teachers and other important figures ““A person’s conscience and moral voice;A person’s conscience and moral voice; it actively opposes the id.”it actively opposes the id.”
- 12. EGOEGO Provides a buffer between id and super ego It is the seat of higher cognitive abilities such as intelligence, thoughtfulness reasoning and learning Makes decisions, controls actions and allows thinking and REALITY PRINCIPLE:REALITY PRINCIPLE: ““The ego finds ways to gratify the id that will be acceptable to theThe ego finds ways to gratify the id that will be acceptable to the outside world”outside world”
- 15. IMPLICATION NO. 2IMPLICATION NO. 2
- 16. BEHAVIOR AND PERSONALITYBEHAVIOR AND PERSONALITY 95% of our Behavior is based on unconscious desires. The unconscious develops in the first six years of person’s life.
- 17. STAGES OFSTAGES OF PSYCHOSEXUAL DEVELOPMENTPSYCHOSEXUAL DEVELOPMENT Oral phaseOral phase Anal phaseAnal phase Phallic phasePhallic phase Latency phaseLatency phase Genital phaseGenital phase
- 18. ORAL PHASEORAL PHASE ORAL STAGE (BIRTH TO 18 MONTHS)ORAL STAGE (BIRTH TO 18 MONTHS) Interest in oral gratification from sucking, eating,Interest in oral gratification from sucking, eating, mouthing, bitingmouthing, biting Result of fixation:Result of fixation: dependent/passivedependent/passive greedy/selfishgreedy/selfish gulliblegullible sarcasticsarcastic argumentative/talkativeargumentative/talkative
- 19. Oral-passive character Interest in "oral gratifications" such as eating, drinking, and smoking Oral-aggressive personality A life-long desire to bite on things, such as pencils, gum, are verbally aggressive, argumentative, sarcastic ORAL PHASEORAL PHASE
- 21. Result of fixation:Result of fixation: retentive/obstinateretentive/obstinate stingystingy authoritarianauthoritarian conformingconforming Anal Stage (18 months to three years)Anal Stage (18 months to three years) Gratification from expelling and withholding feces coming to termsGratification from expelling and withholding feces coming to terms with society’s control relating to toilet trainingwith society’s control relating to toilet training ANAL PHASEANAL PHASE
- 22. Anal expulsive personality Tend to be sloppy disorganized, generous to a fault , cruel, destructive etc Anal retentive personality Tend to be especially clean, perfectionist, dictatorial, very ANAL PHASEANAL PHASE
- 23. Result of fixation:Result of fixation: negative attitudenegative attitude towards:towards: authority/opposite sexauthority/opposite sex HomosexualityHomosexuality Phallic Stage (ages three to six)Phallic Stage (ages three to six) Interest in the genitals, Oedipal conflict leading to identification ofInterest in the genitals, Oedipal conflict leading to identification of same sex parentsame sex parent PHALLIC PHASEPHALLIC PHASE
- 25. Oedipal crisis Electra complex Castration anxiety Mother is source of comfort and identification with father Castration complex Fear to be a girl by father Negative identification with father Penis-envy and blames mother for her castration "Wish-for-a- penis" Considers father as an object to love No castration fear PHALLIC PHASEPHALLIC PHASE
- 26. IMPLICATIONS OF OEDIPAL ANDIMPLICATIONS OF OEDIPAL AND ELEKTRA COMPLEXELEKTRA COMPLEX Show mother as a symbol of love Show the personality of a brand Show father as an authoritative figure Show respect and love in ads Add an emotional appeal Girls can be targeted by showing masculinity in brands
- 28. LATENCY STAGE (AGE SIX TO PUBERTY).LATENCY STAGE (AGE SIX TO PUBERTY). Sexual concerns largely unimportantSexual concerns largely unimportant LATENCY PHASELATENCY PHASE Sexual feelings suppressed so child can focus their energy on other tasks Attention is outward Rigid super ego Become introvert or extravert 1st child is introvert and confused if 2nd child born within this stage or earlier
- 30. GENITAL PHASEGENITAL PHASE Genital stage (puberty onwards)Genital stage (puberty onwards) Reemergence of sexual interest and establishment ofReemergence of sexual interest and establishment of mature sexual relationshipsmature sexual relationships LIMITATION BY EGO SO CREATE FANTASY WORLD SUPER EGO BECOMES FLEXIBLE LEARN TO BREAK WEEK RULES MAY BE A REVOLTATOR LOVE IS AIM OF LIFE LIKE A HETEROSEXUAL RELATIONSHIP
- 32. IMPLICATION NO. 3IMPLICATION NO. 3
- 33. EXTRINSIC CUES ARE MOREEXTRINSIC CUES ARE MORE IMPORTANT THAN INTRINSICIMPORTANT THAN INTRINSIC CUESCUES
- 41. IMPLICATION NO. 4IMPLICATION NO. 4
- 42. BRAND PERSONALITYBRAND PERSONALITY BRAND PERSONIFICATIONBRAND PERSONIFICATION PRODUCT PERSONALITY AND GENDERPRODUCT PERSONALITY AND GENDER PRODUCT PERSONALITY ANDPRODUCT PERSONALITY AND GEOGRAPHYGEOGRAPHY PRODUCT PERSONALITY AND COLORPRODUCT PERSONALITY AND COLOR
- 43. The concept of a relationship between a brand and a person (analogous to that between two people) provides a different perspective on how brand personality might work. BRAND PERSONALITYBRAND PERSONALITY
- 44. BRAND PERSONALITYBRAND PERSONALITY Down-to-earth,Down-to-earth, family oriented,family oriented, genuine, old-genuine, old- fashionedfashioned Spirited, young,Spirited, young, up-to-date,up-to-date, outgoingoutgoing Adult, mature relationshi p
- 45. BRAND PERSONALITYBRAND PERSONALITY Pretentious, wealthy and condescending Accomplished, influential, competent Athletic and outdoorsy
- 46. The recasting consumer perceptions of the attributes of a product or service into human like character BRAND PERSONIFICATIONBRAND PERSONIFICATION
- 48. Associating brands with colorsAssociating brands with colors PERSONALITY AND COLORPERSONALITY AND COLOR
- 49. PERSONALITY AND COLORPERSONALITY AND COLOR
- 50. Giving brands genders.Giving brands genders. PERSONALITY AND GENDERPERSONALITY AND GENDER
- 51. PERSONALITY AND GENDERPERSONALITY AND GENDER
- 53. Association of brands with geographic areasAssociation of brands with geographic areas PERSONALITY AND GEOGRAPHYPERSONALITY AND GEOGRAPHY
- 54. PERSONALITY AND GEOGRAPHYPERSONALITY AND GEOGRAPHY PHILADELPHIA CHEESE LAHORI CHARGA MULTANI HALWA PESHAWARI KABAB KASORI METHI
- 55. IMPLICATION NO. 5IMPLICATION NO. 5
- 56. SublimationSublimation •Subliminal means below the level of conscious mind. •Messages which are stored in our subconscious. •Technique of exposing consumer to product pictures, brand names or other marketing stimuli. Sub means……… Under or hidden Liminal means…….Awareness