Question

Briefly, explain Freud’s theory on human motivation and how this might be related to marketing. Support your answer with real (2) examples.

Answer 1

---> Freudian motivation theory posits that unconscious psychological forces, such as hidden desires and motives, shape an individual's behavior, like their purchasing patterns.

--> Freudian motivation theory is frequently applied to a number of disciplines, including sales and marketing, to help understand the consumer's motivations when it comes to making a purchasing decision.

---> The Freudian motivation theory explains the sales process in terms of a consumer fulfilling conscious, functional needs, such as blinds to cover a window, as well as unconscious needs, such as the fear of being seen naked by those outside. A salesperson trying to get a consumer to purchase furniture, for example, may ask if this is the first home that the consumer has lived in on their own. If the consumer indicates yes, this may prompt the salesperson to mention how the furniture is warm or comfortable, triggering a feeling of safety.

--> For example, When companies want to gauge the probability of success for a new product, they will enlist market researchers to uncover the hidden motivations of a selected group of consumers to determine what might trigger their buying habits. They may utilize a number of techniques to discover such deeper meanings, such as role-playing, picture interpretation, sentence completion, or word association, among others. Such exercises can help researchers learn about how consumers react to products and how to best market them as a result. For example, buying a particular brand of computer can make a person feel smart, successful, productive, and prestigious.