Freudian Personality Theory – Consumer Behaviour
The aim of this Project is to provide an introduction to the “Freudian Personality Theory as a personality development tool, and investigates the influence of Freudian Personality Factors in some advertisement. In our findings we show that, how old Influenced the AXE body spray advertisement, Superego Influenced by the Dally Promote All & Save the Children advertisement and Ego Influenced by DOBB Scholarship ad & Prime Bank loan advertisement. Finally, we try to personify that advertisement.
1 . Introduction
Personality of a person Is the result of his Individual traits.
Personality delightfulness en person from another. It also determines how and why a consumer behaves In a particular way. A person’s attitudes, his values In life, and the Influence exerted by the people around him shape his personality. As a person grows up, his personality is altered or modified by the people or events surrounding him or due to his education. However, it doesn’t change radically and remains consistent. The Psychoanalytic theory proposed by Sigmund Freud is based on the unconscious motives an individual has.
It is based on the hypothesis that all human behavior is driven by the unconscious ‘motives that a person has and that these motives are influenced by that person’s biological drives (physiological needs).
2. Origin of the report
This paper is generated under the regulation of Dry. Md. Masseur Raman, Course Instructor, East West University. It’s a requirement of the subject Consumer Behavior (MAKE_504) to fulfill the decoration of MBA Degree. The topic of this paper is “Freudian Personality Theory & Related Advertisement Based on This Theory.
3. Objective & Purpose
Our main objective is to find three advertisements based on Freudian Personality Theory. If those advertisements personify a brand, how those ad do this. Based on he purposes the specific objectives of this study are:
* To describe the Freudian Personality Theory & Brand Personification.
* To Identify & Investigate the key factors of some advertisement which are Influenced by Freudian factors.
4. Data Sources
To prepare this paper we use both primary data analysis and secondary data analysis. Our Primary Data sources are The necessary data and Information was gathered by following sources a. Examining documents, b. Making observation.
Consumer Behavior By Amenders Theory’ as a personality development tool, and investigates the influence of Freudian Personality Factors in some advertisement. In our findings we show that, how id influenced the AXE body spray advertisement, Superego influenced by the Daily Promote All & Save the Children advertisement and Ego influenced by DOBB
Personality of a person is the result of his individual traits. Personality distinguishes one person from another. It also determines how and why a consumer behaves in a particular way.
A person’s attitudes, his values in life, and the influence exerted by Personality Theory & Related Advertisement Based on This Theory’. The purposes the specific objectives of this study are:
* To describe the Freudian
* To identify & investigate he key factors of some advertisement which are influenced by Freudian factors.
4. The necessary data and information was gathered by following sources a. Sources tot Secondary Different kinds of Secondary sources were used to collect data. Several reports, publications, different kinds of papers and worldwide web helped us to gather data.
The papers are: a. Different textbooks. B. A few past research project c. World Wide Web.
5. Related Constructs of this Study
5. 1 Personality
Personality can be defined as a dynamic and organized set of characteristics possessed by a person that uniquely influences his or her cognitions, motivations, ND behaviors in various situations. So, Personality is the supreme realization of the innate idiosyncrasy of a living being. It is an act of high courage flung in the face of life, the absolute affirmation of all that constitutes the individual, the most successful adaptation to the universal condition of existence coupled with the greatest possible freedom for self-determination.
5. 2 Personality
Theories Critics of personality theory claim personality is “plastic” across time, places, moods, and situations. Changes in personality may indeed result from diet (or lack thereof), medical effects, significant events, or learning. However, most personality theories emphasize stability over fluctuation.
5. 2. 1 Behaviorism theories
Behavioral theories suggest that personality is a result of interaction between the individual and the environment. Behavioral theorists study observable and measurable behaviors, rejecting theories that take internal thoughts and feelings into account.
Behaviorist’s explain personality in terms of the effects external stimuli have on behavior. It was a radical shift away from Freudian philosophy. This school of thought was developed by B. F. Skinner who put forth a model which emphasized the dual interaction of the person or “the organism” with its environment. Skinner believed children do bad things because the behavior obtains attention that serves as a reinforce. For example: a child cries because the child’s crying in the past has led to attention. These are the response, and consequences.
The response is the child crying, and the attention that child gets is the reinforcing consequence. According to this theory, people’s behavior is formed by processes such as operant conditioning.
5. 2. 2 Psychoanalytic theories
Psychoanalytic theories explain human behavior in terms tot the interaction tot various monuments of personality. Sigmund Freud was the founder of this school. Freud drew on the physics of his day (thermodynamics) to coin the term psychodramas. Based on the idea of converting heat into mechanical energy, he proposed psychic energy could be converted into behavior.
Fraud’s theory places central importance on dynamic, unconscious psychological conflicts. Freud divides human personality into three significant components: the ‘d, ego, and super-ego. Freud proposed five psychosocial stages of personality development. He believed adult personality is dependent upon early childhood experiences and argyle determined by age five. These are the oral, anal, phallic, latent and genital stages.
5. 2. 3 Humanistic theories
Humanist theories emphasize the importance of free will and individual experience in the development of personality.
Humanist theorists emphasized the concept of self-actualization, which is an innate need for personal growth that motivates behavior. In humanistic psychology it is emphasized people have free will and they play an active role in determining how they behave. Accordingly, humanistic psychology focuses on subjective experiences of persons as opposed to forced, affinities factors that determine behavior.
5. 3 Freudian Theory
Sigmund Freud (1856-1939) developed his ideas about psychoanalytic theory from work with mental patients. He was a medical doctor who specialized in neurology.
The father of psychoanalysis spent much of his life developing an intricate theory of how the psyche, or mind, operates. Central to Fraud’s theory, and perhaps his greatest contribution to psychology, is the notion that our psyche is composed of parts within our awareness and beyond our awareness. Specifically, the psyche consists of parts that are conscious, preconscious, and unconscious.
5. 3. 1 Conscious, Preconscious, and Unconscious
Freud proposed that the conscious part of the psyche is that part which you are currently aware of or are actively thinking about. It consists of all the thoughts that presently occupy your mind.
The preconscious part of the psyche consists of the thoughts, memories, and knowledge that you are not currently aware of, but that are available to you. It’s your storehouse of memories and knowledge. Fraud’s most unique contribution towards understanding the psyche is the idea that part of our psyche is unconscious, or outside of our awareness. Freud proposed that he unconscious is a part of our psyche that we do not have access to. It holds thoughts, memories, impulses that we are not aware tot and that we cannot be aware of because they may be potentially damaging to us (I. . , cause anxiety). Even though we are not aware of the contents of our unconscious, Freud proposed that the impulses and drives within it cause much of our behavior. Freud posited that in addition to conscious, preconscious, and unconscious components of our psyche, the psyche also is composed of three structures: the ‘d, ego, and superego. Some of these structures operate unconsciously, and others are within our awareness.
5. 3. 2 The old
The id is the Freudian structure of personality that consists of instincts, which are an individual’s reservoir of psychic energy.
In Fraud’s view, the id is totally unconscious; it has no contact with reality. Freud referred to the most primitive part of our psyche as the id. We are born with the id and it residues within the unconscious. The id is driven by primitive animal instincts including sexual and aggressive impulses. It functions according to the pleasure principle in that it seeks to maximize pleasure and minimize any discomfort. The id is illogical in that it seeks pleasure without thought to what is racial, safe, or moral. Freud argued that we are not aware of the id, but it influences our behavior.
5. 3. 3 The Superego
At five or six years of age, we begin to learn about the norms, rules, and values of society. Freud argued that children internalize these rules to form the superego, which functions as a very strict conscience. The superego operates according to the morality principle in that it seeks what is good and moral above all else. In that sense, Freud argued that it is Just as illogical as the id. In contrast to the ‘d, the superego is conceptualized as the individual’s internal expression of society’s moral and ethical codes of conduct.
The superegos role is to see that the individual satisfies needs in a society acceptable fashion. Thus the superego is a kind of break that restrains or inhibits the impulsive forces of the id.
5. 3. 4 The Ego
The Freudian structure of personality that deals with the demands of reality is ego. It is the individual’s conscious control. It functions as an internal monitor that attempts to balance the impulsive demands of the id and the coloratura constrains of the superego. The ego is called the executive branch of personality because it uses seasoning to make decisions.
During toddlers, particularly during toilet training, children come to realize that they are individuals. They recognize that they have their own desires, wants, and needs; the ego forms. The ego refers to your identity, or sense of self. It grows out of the id and can control the id, to an extent. The ego donations according to the reality principle because its Job is to gratify the id in accord with reality. Because the ego is concerned both with reality and the ‘d, it operates on all three levels of awareness (the conscious, preconscious, and unconscious levels of the psyche). For example, imagine that it’s breakfast time.
The id may prompt us for a chocolate doughnut. The superego may push us to eat something healthy like bran cereal or oatmeal. The ego attempts to gratify both desires: something healthy that tastes good. The outcome may be cereal with fruit, and some hot chocolate. As we can imagine, the ego has a difficult Job. Although we are not aware of this internal struggle between the ‘d, superego, and ego, Freud posited that it influences much of our behavior. So, According to Freudian, the unconscious need or drives, especially sexual and there biological drives are the heart of human motivation and personality.
He constructed this theory on the basis of patients’ recollections of early childhood experiences, analysis of their dream, and the specific nature of their mental and physical adjustment problem.
5. 4 Brand Personification
Brand personification tries to recast consumers’ perception of the attributes of a product or service into a human-like character. The art of personality projection has been developed to try to improve the marketer’s ability to position and communicate. Brand Personification Service takes that personality projection technique to a whole ewe.
Personality attributes must be well understood internally in order to implement, and must be amplified externally with full fidelity in order to communicate the rich, full promise. Now brand image and brand identity are totally different concepts. Brand image is what perceptions people have regarding a particular brand and it is then what shapes personification, while brand identity is what the company wants it’s brand to be, therefore, marketing is all about playing with the minds of consumers and making them think the way you want them to think which could be impossible at times.
A brand has to have magnitude in order to be effective. Therefore, it is no wonder so much personification is present in many brands’ imagery and media today. Whether it be the talking AXE, BMW or Pepsi – applying human traits to inanimate objects and animals works magically in branding practice. Branding is so centered on creating a connection through a memorable experience that marketers have to create something so extraordinary something so UN-believable – that it becomes an instant memory to the audience.
There are various forms of personification existing around us. One of them is the winner being the brand personality such as Richard Brannon for Virgin but what would happen to the company once en is gone? Another tort is having an endorser for your brand and communicating the image through a strong and renowned personality like what is commonly done through athletes such as Was Kara and Sophia Skater for Pepsi and Tiger Woods for Gillette.