Psychoanalytical theory
This theory was given by Sigmund Freud.
This theory stresses the unconscious nature of personality as a result of childhood conflicts.
According to this theory, the human personality system consists of the id; ego, superego and conflicts are derived from these three components.
Researchers who apply this theory to marketing believe that id and superego operate to create unconscious motives for purchasing certain products.
Although consumers are primarily unaware of their true reasons for buying what they buy.
Focus of marketers is on developing means to incomes these unconscious motives and applying psychoanalytical theory to marketing is known as motivational research.
This theory was given by Sigmund Freud.
This theory stresses the unconscious nature of personality as a result of childhood conflicts.
According to this theory, the human personality system consists of the id; ego, superego and conflicts are derived from these three components.
Researchers who apply this theory to marketing believe that id and superego operate to create unconscious motives for purchasing certain products.
Although consumers are primarily unaware of their true reasons for buying what they buy.
Focus of marketers is on developing means to incomes these unconscious motives and applying psychoanalytical theory to marketing is known as motivational research.