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Consumer Behavior- 2015 - Prof. Rajesh Satpathy
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5 psychoanalytic theory

Apr 12, 2017

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Page 1: 5 psychoanalytic theory

Consumer Behavior- 2015 - Prof. Rajesh Satpathy

Page 2: 5 psychoanalytic theory

PSYCHOANALYTIC THEORY AND THEIR IMPLICATION FOR MARKETERS

The study of personality has been a matter of discussion; contributions are varied and debatable.

Major contribution to the topic of study was made by the father of psychology, Sigmund Freud. Other contributions came from psychologists like Carl Jung, the Neo Freudians (like Adler, Sullivan and Homey) and the Trait theorists.

Theories on personality can be categorized as …

• Individual theories; • Social learning theories.

Sigmund FreudFreud developed the theory of psychoanalytic personality development which

Implicated certain structures of the human mind and conflicts among these structures in the development of human personality.

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PSYCHOANALYTIC THEORY AND THEIR IMPLICATION FOR MARKETERS

Freudian Theory:

Sigmund Freud, the father of psychology, became famous with its psychoanalytic theory of personality. In fact the theory is regarded as the cornerstone of modern psychology.

Sigmund based his theory on certain assumptions:

1. Unconscious needs or drives lie at the heart of human motivation and personality.

2. The socialization process that takes place within people in a social set up has a huge impact on individual behavior.

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PSYCHOANALYTIC THEORY AND THEIR IMPLICATION FOR MARKETERS

The id, ego, and superego…According to Freud's structural model, the personality is divided into the id, ego, and superego. On this diagram, the portion above the water signifies the conscious mind, while the portion below the water illustrates the unconscious mind.

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PSYCHOANALYTIC THEORY AND THEIR IMPLICATION FOR MARKETERS

Based on the level of awareness, the human mind comprises three parts, viz., conscious, preconscious and the unconscious or the sub-conscious;

The conscious mind is what one is aware of at any particular moment of time and reflects ones present thoughts, feelings, perceptions, fantasies, etc; it restricts itself to the current thinking processes and comprises a very large part of our current awareness.

The preconscious mind or the "available memory" is what can be retrieved and made conscious, and brought to mind instantly or quickly; It is what we are aware of but not paying attention to at a point of time; it is something that can be brought into the conscious mind.

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PSYCHOANALYTIC THEORY AND THEIR IMPLICATION FOR MARKETERS

The larger part of the human mind consists of the unconscious, which is all that stays at the subconscious level, and comprises the unaware, better known as our drives or instincts, feelings and memories and emotions related to trauma;

This part in content and process is out of direct reach of the conscious mind, and thinks independently; an individual has no access to because it is unknown and hidden.

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PSYCHOANALYTIC THEORY AND THEIR IMPLICATION FOR MARKETERS

This unconscious part is the source of all our drives and motives; yet we are often deny or refuse to accept and often resist them from becoming conscious.

This is because they form the unaware part and are in a disguised form. It is because of this unconscious part that we are largely unable to control many aspects of our behavior, especially those acts which we would prefer to avoid.

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PSYCHOANALYTIC THEORY AND THEIR IMPLICATION FOR MARKETERS

According to Freud, much of human behavior is driven directly from the subconscious mind; and so it is important that the unconscious material needs to be brought into the conscious state so that it can be examined in a rational manner. Apart from these, Freud spoke of the Id, Ego and Super ego.

The Id contains consists of primitive drives that lack the real perception of reality. It operates on the pleasure principle, with the objective of seeking pleasure and avoidance of pain, and doing what one wants to do. The processes that come into play are primary processes like hunger, thirst etc.

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PSYCHOANALYTIC THEORY AND THEIR IMPLICATION FOR MARKETERS

For Example: A starving man may form a mental image of a delicious meal. This is an example Freud termed as wish fulfillment, and marketers use this in their advisements…

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PSYCHOANALYTIC THEORY AND THEIR IMPLICATION FOR MARKETERS

The Ego is aware of reality and operates via the reality principle, where it recognizes what is real and understands that behavior has consequences. The processes that come into play are secondary processes, like learning and memory, perception etc.

It also includes the impact that socialization has to play in the life of an individual; it recognizes the existence of social rules that are necessary in order to live and socialize with other people, and thus, plans to satisfy ones’ needs within the social values and rules.

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PSYCHOANALYTIC THEORY AND THEIR IMPLICATION FOR MARKETERS

The Super ego comprises the value system and the morals, which originate from what an individual learns in childhood from his parents.

It is contained in the conscious part of our memory. It believes in doing what the society says !!!

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PSYCHOANALYTIC THEORY AND THEIR IMPLICATION FOR MARKETERS

For example, there are variants of the same motorbike; some plain and sleek, some trendy and some powerful, each of which are meant for separate segments.

Thus, marketers could take a clue and segment consumers on the basis of the personality traits that determine their behavior.

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PSYCHOANALYTIC THEORY AND THEIR IMPLICATION FOR MARKETERS

Implications for marketers:

The Freudian theory holds relevance for a marketer. First, consumer reactions in the marketplace with respect to purchase decisions and post purchase behavior are a reflection on individual personality. Just as people have personalities, similarly product/brands also have personalities.

Consumers tend to relate "personality-like" traits to different products and brands. Consumers match their personality styles with the product/brands they buy.

Thus, marketers should segment markets and position their brands accordingly.

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Types of Consumer Buying Behavior

Complex buying behavior:- when the consumer is highly involved in the buying process and there is significant differences between brands then it is called complex buying behavior.

So in this case the consumer must collect proper information about the product features and the marketer must provide detailed information regarding the product attributes.

eg. Consumer while buying a motor cycle is highly involved in the purchase and has the knowledge about significant differences between brands.

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Types of Consumer Buying Behavior

High involvement:- This means when the consumer is highly involved while buying a product. Generally this situation happens in case of expensive or luxuries goods. Like while buying a diamond necklace, Luxury Car a consumer is highly involved in the decision making process.

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Types of Consumer Buying Behavior

Complex buying behavior:- when the consumer is highly involved in the buying process and there is significant differences between brands then it is called complex buying behavior.

So in this case the consumer must collect proper information about the product features and the marketer must provide detailed information regarding the product attributes.

eg. Consumer while buying a motor cycle is highly involved in the purchase and has the knowledge about significant differences between brands.

Harley Davidson iron 883

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Types of Consumer Buying Behavior

Complex buying behavior:- when the consumer is highly involved in the buying process and there is significant differences between brands then it is called complex buying behavior.

So in this case the consumer must collect proper information about the product features and the marketer must provide detailed information regarding the product attributes.

eg. Consumer while buying a motor cycle is highly involved in the purchase and has the knowledge about significant differences between brands.

harley davidson iron 883

Harley Davidson V-Rod "GP-1"

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PSYCHOANALYTIC THEORY AND THEIR IMPLICATION FOR MARKETERS

Based on the dominant personality system, the three elements, Id, Ego, and Super Ego can also be used to segment markets. The dominance of either of these would lead to a different personality make up, and variation in decision making styles and consumption patterns;

For example, where the Id is dominant, the person would be pleasure seeking, often irrational; his priorities and consumption patterns would be very different to another consumer who exhibits dominance of Ego (rationality) and Super Ego (rationality plus social norms).

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PSYCHOANALYTIC THEORY AND THEIR IMPLICATION FOR MARKETERS

Second, the study of personality also holds good when we speak of colors, as personality factors are associated with and reflective of specific colors.

Like, green denotes freshness, nature; red denotes passion, anger; black denotes power, sophistication; white denotes purity, chastity and cleanliness; gold and silver denote regality and wealth.

Marketers keep such associations in mind while designing the product, its packaging as well as the advertisement.

For example, mouthwash is white, herbal soaps are green, motorcycles are generally black and red etc.

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PSYCHOANALYTIC THEORY AND THEIR IMPLICATION FOR MARKETERS

Third, with a majority of human drives being unconscious, consumers themselves are often unaware of the true reasons for buying a particular product or brand.

Many a times, a consumer fails to provide an answer as to why he bought a red shirt and not a yellow one.

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PSYCHOANALYTIC THEORY AND THEIR IMPLICATION FOR MARKETERS

Fourth, much of the processes that come into play while purchase decisions and consumption patterns is unexplainable; behavior is many a times instant and spontaneous much against market forecast.

For example, Hrithik Roshan movies made by Mr. Rakesh Roshan and team like Koi Mil Gaya, Krish etc. have been huge box office hits, but Kites made under the same banner was quite a disaster, much against marketer expectations !!!

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Thank You!