Page 53 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes According to Freud, the ego manages the conflicting demands of the id and the superego. This
usually results in realistic compromises between very basic strivings and socially acceptable
behaviour. These compromises are believed to be occurring at an unconscious level. Freudian
psychology says that quite a sizeable part of human behaviour is unconsciously motivated. The
way the child manages these conflicts, especially the sexual conflicts, determines the adult
personality. Unresolved conflicts in childhood result in ‘defence mechanisms’, which are said to
be unconsciously determined tension-reducing strategies used by ego.
There are several themes based on psychoanalytic theory which are sometimes used by marketers
in attempting to influence consumers such as fantasy, wish fulfilment, aggression and escape
from life’s pressures (perfume, hair dye, skincare products, dresses, farm houses and motorcycles
are some examples of product categories).

4.1.2 Social/Cultural (Neo-freudian) Theory

Freud’s understanding of personality focused mainly on observations of emotionally disturbed
people. A number of Freud’s foremost disciples, particularly Carl Jung and Alfred Adler,
disagreed from his view of personality. They believed that social and cultural variables, rather
than biological drives, are more important in the development of an individual’s personality.
They also believed that insights into personality development should also be based on normal
persons’ functioning in their environment and not by focusing on observation of emotionally
disturbed people alone. These social theorists, also referred as neo-freudian school, viewed
individuals as striving to win over the feelings of inferiority and searching for ways to gain
love, security and relationships. They emphasised that childhood experiences in relating to
others produce feeling of inferiority, insecurity and lack of love. Such feelings motivate people
to make themselves perfect and device methods to cope with anxieties resulting from feelings of
inferiority.
Carl Jung believed that an individual’s culture created an accumulation of shared memories
from the past such as caring and nurturing female, heroes and old wise men. He called these
shared memories as ‘archetypes’. It is not unusual to see such archetypes in advertisements that
strive to take advantage of positive shared meanings in a particular culture. For instance, a large
number of ads show caring mother, devoted housewife, heroes with macho image, rishis and
wise grandmother etc.
Jung identified a number of personality types, such as sensing-thinking, sensing-feeling, intuiting-
thinking and intuitive-feeling etc.
1. Sensing-thinking Personality: Individuals with this personality type make rational,
objective decisions. They are logical and empirical in their approach, are inclined to be
highly involved, extensive problem solving orientation, weigh economic considerations,
are price sensitive and avoid any risks. They identify themselves with material objects or
“things” and have short-term perspective in making decisions.
2. Sensing-feeling Personality: They are moved by personal values rather than logic and
believe in personal experience. They follow a “subjective” orientation in making decisions,
are inclined to consider others when making a decision and share risks . They are status
conscious and have short-term perspective in decision-making.
3. Intuiting-thinking Personality: Such individuals take a broad view of their own situation
and the world. Though they heavily rely on imagination and consider a wider range of
options, yet use logic in making decisions. Such individuals are not averse to taking risks
while making decisions and their perspective is long-term.

4. Intuiting-feeling Personality: Their view of personal situations or world is broad. They
use imagination in considering a wide range of options in making a decision, are quite

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