Psychoanalytical Models of Consumer Behaviour

Psychoanalytical Models of Consumer Behaviour : 

Psychoanalytical Models of Consumer Behaviour Authored By: Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com 1 © Copyright 2010 Anupam Kumar

PSYCHOANALYTICAL MODEL : 

© Copyright 2010 Anupam Kumar 2 PSYCHOANALYTICAL MODEL Psychoanalytic theory is attributed to the work of eminent psychologist Sigmund Freud Human mind is composed of three elements preconscious element conscious element unconscious element

PSYCHOANALYTICAL MODEL : 

© Copyright 2010 Anupam Kumar 3 PSYCHOANALYTICAL MODEL Personality consists of three structures within the human mind. These structures through interrelated are often conflicting Id Ego Super ego

PSYCHOANALYTICAL MODEL : 

© Copyright 2010 Anupam Kumar 4 PSYCHOANALYTICAL MODEL

PSYCHOANALYTICAL MODEL : 

© Copyright 2010 Anupam Kumar 5 PSYCHOANALYTICAL MODEL Id Original and the most basic system of human personality Leads to strong drives and urges Instinctive, pleasure seeking element Represents a storehouse of all instincts Warehouse of primitive or instinctual needs for which individual seeks satisfaction Morals, beliefs, goodness, and even evil are non-existent to the knowledge of the primitive Id Id is largely childish, irrational, never satisfied, demanding and destructive of others

PSYCHOANALYTICAL MODEL : 

© Copyright 2010 Anupam Kumar 6 PSYCHOANALYTICAL MODEL Super-Ego Noblest thoughts, ideas, feelings that are acquired by a person from his parents, teachers, friends, religion, organization and colleagues Primary concern of super ego is to determine whether the action proposed by ego is right or wrong Individual’s internal expression of society’s moral and ethical codes of conduct The superego is driven by authorities, parents, and other moral officials in society. Its main purpose is to ensure the “limitations of satisfactions” of the id Function of the super ego is to inhibit the impulses of the Id

PSYCHOANALYTICAL MODEL : 

© Copyright 2010 Anupam Kumar 7 PSYCHOANALYTICAL MODEL Ego Maintains a balance between the id and the superego Processes are entirely conscious because it is concerned with the perception of the outside world Individual’s conscious control that balances the demands of the Id and Super-Ego

PSYCHOANALYTICAL MODEL : 

© Copyright 2010 Anupam Kumar 8 PSYCHOANALYTICAL MODEL Id is what an individual is born with. Id remains at the core of each need Super-ego are formed out of the values It acts as a check on the individual’s Id Ego acts as a balance between the Id and the Super-ego Individuals show behaviour as a gratification to their Id

Criticism to Psychoanalytical Model : 

Criticism to Psychoanalytical Model All the behaviours cannot be attributed to satisfaction of Id. This model views consumers as individuals with minimal influence of the family, society, reference groups, or other social and group influences. Values of Individual are liable to change over a period of time through changes created in perception, learning, attitude building which this model ignores. 9 © Copyright 2010 Anupam Kumar

Bibliography : 

© Copyright 2010 Anupam Kumar 10 Bibliography Lindquist, Jay D. and Sirgy, M Joseph. Consumer Behaviour. New Delhi: Cenage Learning India Private Limited, 2009. Hawkins, Del I., Best, Roger J., Coney, Kenneth A. and Mookerjee, Amit. Consumer Behaviour: Building Marketing Strategy. Ninth Edition New Delhi: Tata McGraw-Hill Publishing Company Limited, 2007. Schiffman, Leon G. and Kanuk, Leslie L. Consumer Behaviour. Ninth Edition. New Delhi: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Loudon, David L. and Della Britta, Albert J. Consumer Behaviour. Fourth Edition. New Delhi: Tata McGraw-Hill Publishing Company Limited, 2002. Assael, Henry. Consumer Behaviour: A Strategic Approach. New Delhi: Biztantra, An Imprint of Dreamtech Press. By arrangement with Houghton Mifflin Co., USA, 2009. Khan, Martin. Consumer Behaviour. Second Edition. New Delhi: New Age International (P) Limited, 2004. Nair, Suja R. Consumer Behaviour in Indian Perspective. Mumbai: Himalya Publishing House, 2007. Kumar, S Ramesh. Consumer Behaviour and Branding: Concepts Reading and Cases. Noida: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Gupta, S.L. and Pal Sumitra. Consumer Behaviour: An Indian Perspective. New Delhi: Sultan Chand & Sons, 2001. Datta, Debraj and Datta Mahua. Consumer Behaviour & Advertising Management. Delhi: Vrinda Publications (P) Ltd., 2009. Acknowledgement: for using images and advertisement frames encefalus.com; createyourownimage.wordpress.com; ypblogspot.com; filipspagnoli.wordpress.com; psychol.ucl.ac.uk

For further details / comments : 

© Copyright 2010 Anupam Kumar 11 For further details / comments Contact: Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com