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.
