The Psychoanalytic Model of Consumer Behavior, rooted in Sigmund Freud's theories, delves into the subconscious motivations driving consumer choices. It suggests that deep-seated psychological forces influence purchasing decisions, including unconscious desires, fears, and unresolved conflicts.

Three key elements shape this model: the id (instinctive, impulsive desires), the ego (mediator between id and reality), and the superego (internalized societal norms and values). Consumers may make purchases driven by unconscious needs or desires, seeking products that satisfy emotional cravings or provide symbolic meaning.

Marketers employ psychoanalytic insights by associating products with emotional benefits, creating brand identities that tap into consumers' subconscious desires, and using symbolism to resonate with deeper psychological layers. While controversial, the psychoanalytic approach highlights the complexity of consumer motivations and the impact of subconscious influences on purchasing behavior.

Tags
Psychoanalytic ModelConsumer BehaviorSigmund FreudSubconscious MotivationsIdEgoSuperegoUnconscious DesiresEmotional BenefitsBrand IdentitySymbolism

From Chapter 3:

article

Now Playing

3.12 : Psychoanalytic Model

Consumer Behaviour

516 Views

article

3.1 : Needs, Wants, Desires

Consumer Behaviour

1.3K Views

article

3.2 : Consumer Decision Process

Consumer Behaviour

1.1K Views

article

3.3 : Factors Affecting Consumer Decision Process - Overview

Consumer Behaviour

1.6K Views

article

3.4 : Factors Affecting Consumer Decision Process - Cultural

Consumer Behaviour

870 Views

article

3.5 : Examples of cultural factors influencing consumer behavior

Consumer Behaviour

1.0K Views

article

3.6 : Factors Affecting Consumer Decision Process - Social

Consumer Behaviour

801 Views

article

3.7 : Factors Affecting Consumer Decision Process - Personal

Consumer Behaviour

732 Views

article

3.8 : Factors Affecting Consumer Decision Process - Psychological

Consumer Behaviour

751 Views

article

3.9 : Buying Behavior

Consumer Behaviour

922 Views

article

3.10 : Buying Behavior for a new product

Consumer Behaviour

96 Views

article

3.11 : Learning Model

Consumer Behaviour

276 Views

article

3.13 : Sociological Model

Consumer Behaviour

547 Views

article

3.14 : Economic Model

Consumer Behaviour

206 Views

article

3.15 : Engel-Kollat-Blackwell (EKB) Model

Consumer Behaviour

1.2K Views

See More

JoVE Logo

Privacy

Terms of Use

Policies

Research

Education

ABOUT JoVE

Copyright © 2025 MyJoVE Corporation. All rights reserved