By ensuring constant exposure, even without awareness, people
are more likely to purchase that product. How...
By ensuring constant exposure, even without awareness, people
are more likely to purchase that product. How would Freud explain
this phenomena?
Solutions
Expert Solution
According to Freud,purchase behaviour of consumers is
influenced by unconscious forces,involving hidden desires and
needs,which shapes their purchase behaviours.What ever is present
in the unconscious,the person is unaware of it.Certain elements of
the product may trigger and emotional response or some hidden
memory which motivate the consumer to buy the product.
The unconscious part of our personality is the major drive in
influencing our behaviours including making purchases.According to
Freud,human behaviour is driven by subconscious mind,so it is
important to bring unconscious material into the subconscious and
from the subconscious to the conscious awareness to make a rational
decision to buy a product.
Consumers tend to relate personality like traits to diiferent
products.The dominance of Id,Ego or Super ego would influence the
decision to buy a product.For example,if Id is dominant the person
would be pleasure seeking and make irrational purchases to satisfy
his needs,like making many luxury buys which are worthless.
And sometimes due to the dominance of unconscious forces,the
consumer doesnt really know why they made a particular
purchase.They cant explain why they picked a red shirt over
yellow.
You would like to determine if a prospective customer is
more likely to purchase a product after viewing a
promotional advertisement for that product. You have the following
data from the focus group.
Customer
Likely to Purchase
Likely to Purchase After Promotion
A
54
61
B
39
40
C
62
57
D
78
80
E
90
93
F
25
44
G
35
40
Conduct a hypothesis test using a 0.05 level of significance.
Remember to show your work and indicate...
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