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Marketing implications of Freud’s theory
 

Marketing implications of Freud’s theory

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Marketing implications of Freud’s theory

Marketing implications of Freud’s theory

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    Marketing implications of Freud’s theory Marketing implications of Freud’s theory Presentation Transcript

    • MARKETING IMPLICATIONSMARKETING IMPLICATIONSOF FREUD’S THEORYOF FREUD’S THEORY
    • BACKGROUND OFBACKGROUND OFFREUDIAN THEORYFREUDIAN THEORY“PSYCHOANALYTIC THEORY OFPSYCHOANALYTIC THEORY OFPERSONALITYPERSONALITY”Unconscious needs ordrives are at the heartof human motivationand personality.
    • MARKETING IMPLICATIONSMARKETING IMPLICATIONS
    • IMPLICATION NO. 1IMPLICATION NO. 1
    • PERSONALITY RESULTS FROM CLASH OFPERSONALITY RESULTS FROM CLASH OFTHREE FORCESTHREE FORCESIDIDSUPEREGOSUPEREGOEGOEGO
    • TOPOGRAPHICAL MODELTOPOGRAPHICAL MODELThree Parts of Brainactivity:ConsciousPre-consciousUnconscious"The mind is like an iceberg, it floats with one-seventh of its bulkabove water"(S. Freud)
    • IDIDThe raw, unorganized,inborn part personalityThe sole purpose is toreduce tension created byprimitive drivesIt is mainly related toprimary drives of hunger,sex, aggression andirrational impulsesPLEASURE PRINCIPLE:PLEASURE PRINCIPLE:““Behavior is guided by the primary desire toBehavior is guided by the primary desire tomaximize pleasure and avoid pain”maximize pleasure and avoid pain”
    • SUPEREGOSUPEREGOIt represents the rights andwrongs of the societyIt becomes part ofpersonality when childrenlearn right and wrong andincorporate them into theirown standards of oralprinciples.It develops through apersons parents, teachersand 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.”
    • EGOEGOProvides a bufferbetween id and superegoIt is the seat of highercognitive abilities suchas intelligence,thoughtfulnessreasoning and learningMakes decisions,controls actions andallows thinking andREALITY 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 theoutside world”outside world”
    • IMPLICATION NO. 2IMPLICATION NO. 2
    • BEHAVIOR AND PERSONALITYBEHAVIOR AND PERSONALITY95% of our Behavioris based onunconsciousdesires.The unconsciousdevelops in the firstsix years ofperson’s life.
    • STAGES OFSTAGES OFPSYCHOSEXUAL DEVELOPMENTPSYCHOSEXUAL DEVELOPMENTOral phaseOral phaseAnal phaseAnal phasePhallic phasePhallic phaseLatency phaseLatency phaseGenital phaseGenital phase
    • ORAL PHASEORAL PHASEORAL 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, bitingResult of fixation:Result of fixation:dependent/passivedependent/passivegreedy/selfishgreedy/selfishgulliblegulliblesarcasticsarcasticargumentative/talkativeargumentative/talkative
    • Oral-passive characterInterest in "oralgratifications" such aseating, drinking, andsmokingOral-aggressive personalityA life-long desire to bite onthings, such as pencils,gum, are verballyaggressive,argumentative, sarcasticORAL PHASEORAL PHASE
    • Result of fixation:Result of fixation: retentive/obstinateretentive/obstinate stingystingy authoritarianauthoritarian conformingconformingAnal 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 termswith society’s control relating to toilet trainingwith society’s control relating to toilet trainingANAL PHASEANAL PHASE
    • Anal expulsivepersonalityTend to be sloppydisorganized, generousto a fault , cruel,destructive etcAnal retentivepersonalityTend to be especiallyclean, perfectionist,dictatorial, veryANAL PHASEANAL PHASE
    • Result of fixation:Result of fixation:negative attitudenegative attitudetowards:towards:authority/opposite sexauthority/opposite sexHomosexualityHomosexualityPhallic 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 ofsame sex parentsame sex parentPHALLIC PHASEPHALLIC PHASE
    • Oedipal crisis Electra complexCastration anxietyMother is source ofcomfort andidentification withfatherCastration complexFear to be a girl byfatherNegativeidentification withfatherPenis-envy andblames motherfor her castration"Wish-for-a-penis"Considersfather as anobject to loveNo castrationfearPHALLIC PHASEPHALLIC PHASE
    • IMPLICATIONS OF OEDIPAL ANDIMPLICATIONS OF OEDIPAL ANDELEKTRA COMPLEXELEKTRA COMPLEXShow mother as a symbol of loveShow the personality of a brandShow father as an authoritativefigureShow respect and love in adsAdd an emotional appealGirls can be targeted by showingmasculinity in brands
    • LATENCY STAGE (AGE SIX TO PUBERTY).LATENCY STAGE (AGE SIX TO PUBERTY).Sexual concerns largely unimportantSexual concerns largely unimportantLATENCY PHASELATENCY PHASESexual feelings suppressed sochild can focus their energy onother tasksAttention is outwardRigid super egoBecome introvert or extravert1st child is introvert andconfused if 2nd child born withinthis stage or earlier
    • GENITAL PHASEGENITAL PHASEGenital stage (puberty onwards)Genital stage (puberty onwards)Reemergence of sexual interest and establishment ofReemergence of sexual interest and establishment ofmature sexual relationshipsmature sexual relationshipsLIMITATION BY EGOSO CREATE FANTASY WORLDSUPER EGO BECOMES FLEXIBLELEARN TO BREAK WEEK RULESMAY BE A REVOLTATORLOVE IS AIM OF LIFELIKE A HETEROSEXUALRELATIONSHIP
    • IMPLICATION NO. 3IMPLICATION NO. 3
    • EXTRINSIC CUES ARE MOREEXTRINSIC CUES ARE MOREIMPORTANT THAN INTRINSICIMPORTANT THAN INTRINSICCUESCUES
    • SIZE MATTERS!!!SIZE MATTERS!!!
    • COLORS ATTRACT!!!COLORS ATTRACT!!!
    • SHAPELY BOTTLES!!!!SHAPELY BOTTLES!!!!
    • SPELLING MISTAKE??!??!SPELLING MISTAKE??!??!
    • FEELS RIGHT!!!!FEELS RIGHT!!!!
    • IMPLICATION NO. 4IMPLICATION NO. 4
    • BRAND PERSONALITYBRAND PERSONALITYBRAND PERSONIFICATIONBRAND PERSONIFICATIONPRODUCT PERSONALITY AND GENDERPRODUCT PERSONALITY AND GENDERPRODUCT PERSONALITY ANDPRODUCT PERSONALITY ANDGEOGRAPHYGEOGRAPHYPRODUCT PERSONALITY AND COLORPRODUCT PERSONALITY AND COLOR
    • The concept of a relationship between abrand and a person (analogous to thatbetween two people) provides a differentperspective on how brand personality mightwork.BRAND PERSONALITYBRAND PERSONALITY
    • BRAND PERSONALITYBRAND PERSONALITYDown-to-earth,Down-to-earth,family oriented,family oriented,genuine, old-genuine, old-fashionedfashionedSpirited, young,Spirited, young,up-to-date,up-to-date,outgoingoutgoingAdult,maturerelationship
    • BRAND PERSONALITYBRAND PERSONALITYPretentious,wealthyandcondescendingAccomplished,influential,competentAthletic and outdoorsy
    • The recasting consumer perceptions of theattributes of a product or service into humanlike characterBRAND PERSONIFICATIONBRAND PERSONIFICATION
    • BRAND PERSONIFICATIONBRAND PERSONIFICATION
    • Associating brands with colorsAssociating brands with colorsPERSONALITY AND COLORPERSONALITY AND COLOR
    • PERSONALITY AND COLORPERSONALITY AND COLOR
    • Giving brands genders.Giving brands genders.PERSONALITY AND GENDERPERSONALITY AND GENDER
    • PERSONALITY AND GENDERPERSONALITY AND GENDER
    • Association of brands with geographic areasAssociation of brands with geographic areasPERSONALITY AND GEOGRAPHYPERSONALITY AND GEOGRAPHY
    • PERSONALITY AND GEOGRAPHYPERSONALITY AND GEOGRAPHYPHILADELPHIACHEESELAHORI CHARGAMULTANIHALWAPESHAWARIKABABKASORI METHI
    • IMPLICATION NO. 5IMPLICATION NO. 5
    • SublimationSublimation•Subliminal means below the level of consciousmind.•Messages which are stored in our subconscious.•Technique of exposing consumer to productpictures, brand names or other marketingstimuli. Sub means……… Under or hidden Liminal means…….Awareness
    • THANKYOU“THEEND”