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.

3. MARKETING IMPLICATIONSMARKETING IMPLICATIONS

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

34. SIZE MATTERS!!!SIZE MATTERS!!!

35. COLORS ATTRACT!!!COLORS ATTRACT!!!

37. SHAPELY BOTTLES!!!!SHAPELY BOTTLES!!!!

39. SPELLING MISTAKE??!??!SPELLING MISTAKE??!??!

40. FEELS RIGHT!!!!FEELS RIGHT!!!!

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

47. 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

61. THANK
YOU
“THE
END”
