Marketing implications of Freud’s theory

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Marketing implications of Freud’s theory

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Marketing implications of Freud’s theory

  1. 1. MARKETING IMPLICATIONSMARKETING IMPLICATIONSOF FREUD’S THEORYOF FREUD’S THEORY
  2. 2. BACKGROUND OFBACKGROUND OFFREUDIAN THEORYFREUDIAN THEORY“PSYCHOANALYTIC THEORY OFPSYCHOANALYTIC THEORY OFPERSONALITYPERSONALITY”Unconscious needs ordrives are at the heartof human motivationand personality.
  3. 3. MARKETING IMPLICATIONSMARKETING IMPLICATIONS
  4. 4. IMPLICATION NO. 1IMPLICATION NO. 1
  5. 5. PERSONALITY RESULTS FROM CLASH OFPERSONALITY RESULTS FROM CLASH OFTHREE FORCESTHREE FORCESIDIDSUPEREGOSUPEREGOEGOEGO
  6. 6. 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)
  7. 7. 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”
  8. 8. 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.”
  9. 9. 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”
  10. 10. IMPLICATION NO. 2IMPLICATION NO. 2
  11. 11. BEHAVIOR AND PERSONALITYBEHAVIOR AND PERSONALITY95% of our Behavioris based onunconsciousdesires.The unconsciousdevelops in the firstsix years ofperson’s life.
  12. 12. STAGES OFSTAGES OFPSYCHOSEXUAL DEVELOPMENTPSYCHOSEXUAL DEVELOPMENTOral phaseOral phaseAnal phaseAnal phasePhallic phasePhallic phaseLatency phaseLatency phaseGenital phaseGenital phase
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. Anal expulsivepersonalityTend to be sloppydisorganized, generousto a fault , cruel,destructive etcAnal retentivepersonalityTend to be especiallyclean, perfectionist,dictatorial, veryANAL PHASEANAL PHASE
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. IMPLICATION NO. 3IMPLICATION NO. 3
  23. 23. EXTRINSIC CUES ARE MOREEXTRINSIC CUES ARE MOREIMPORTANT THAN INTRINSICIMPORTANT THAN INTRINSICCUESCUES
  24. 24. SIZE MATTERS!!!SIZE MATTERS!!!
  25. 25. COLORS ATTRACT!!!COLORS ATTRACT!!!
  26. 26. SHAPELY BOTTLES!!!!SHAPELY BOTTLES!!!!
  27. 27. SPELLING MISTAKE??!??!SPELLING MISTAKE??!??!
  28. 28. FEELS RIGHT!!!!FEELS RIGHT!!!!
  29. 29. IMPLICATION NO. 4IMPLICATION NO. 4
  30. 30. BRAND PERSONALITYBRAND PERSONALITYBRAND PERSONIFICATIONBRAND PERSONIFICATIONPRODUCT PERSONALITY AND GENDERPRODUCT PERSONALITY AND GENDERPRODUCT PERSONALITY ANDPRODUCT PERSONALITY ANDGEOGRAPHYGEOGRAPHYPRODUCT PERSONALITY AND COLORPRODUCT PERSONALITY AND COLOR
  31. 31. 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
  32. 32. 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
  33. 33. BRAND PERSONALITYBRAND PERSONALITYPretentious,wealthyandcondescendingAccomplished,influential,competentAthletic and outdoorsy
  34. 34. The recasting consumer perceptions of theattributes of a product or service into humanlike characterBRAND PERSONIFICATIONBRAND PERSONIFICATION
  35. 35. BRAND PERSONIFICATIONBRAND PERSONIFICATION
  36. 36. Associating brands with colorsAssociating brands with colorsPERSONALITY AND COLORPERSONALITY AND COLOR
  37. 37. PERSONALITY AND COLORPERSONALITY AND COLOR
  38. 38. Giving brands genders.Giving brands genders.PERSONALITY AND GENDERPERSONALITY AND GENDER
  39. 39. PERSONALITY AND GENDERPERSONALITY AND GENDER
  40. 40. Association of brands with geographic areasAssociation of brands with geographic areasPERSONALITY AND GEOGRAPHYPERSONALITY AND GEOGRAPHY
  41. 41. PERSONALITY AND GEOGRAPHYPERSONALITY AND GEOGRAPHYPHILADELPHIACHEESELAHORI CHARGAMULTANIHALWAPESHAWARIKABABKASORI METHI
  42. 42. IMPLICATION NO. 5IMPLICATION NO. 5
  43. 43. 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
  44. 44. THANKYOU“THEEND”

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