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Unlock This CourseHave you ever wondered why you suddenly crave a chocolate bar when you're stressed, or why luxury car adverts make you feel powerful? The answer lies in psychodynamic psychology - the study of unconscious drives that motivate our behaviour. Marketers have been using these psychological insights for decades to influence what we buy and when we buy it.
Psychodynamic theory, developed by Sigmund Freud, suggests that our personality is made up of three parts that are constantly battling for control. Understanding these parts helps marketers create adverts that speak directly to our deepest desires and fears.
Key Definitions:
Freud believed that most of our decisions happen without us even knowing it. When you choose one brand of trainers over another, you might think it's because of price or quality, but unconscious factors like how the brand makes you feel about yourself often play a bigger role.
Freud's model divides our personality into three competing parts. Think of them as three different voices in your head, each wanting different things. Marketers study these parts to understand what really motivates us to buy.
The id is like a demanding toddler - it wants immediate pleasure and satisfaction. It doesn't care about consequences, money, or what's sensible. The id operates on the "pleasure principle" and is driven by basic desires like hunger, comfort and excitement.
Fast food adverts target the id with images of juicy burgers and the promise of instant satisfaction. "I'm lovin' it" appeals directly to pleasure-seeking.
Sweets at checkout counters target the id's need for immediate gratification. The id doesn't want to wait - it wants that chocolate now!
Gaming adverts promise instant fun and excitement. "Play now!" buttons appeal to the id's desire for immediate pleasure.
McDonald's famous slogan directly targets the id by focusing on the immediate pleasure of eating their food. The campaign uses bright colours, happy music and images of satisfied customers to trigger the id's desire for instant gratification. The message is simple: don't think about calories or cost - just enjoy the moment!
The superego is like a strict parent or teacher - it's our moral compass that tells us what's right and wrong. It makes us feel guilty when we do something bad and proud when we do something good. The superego wants us to be perfect and follow society's rules.
Green marketing appeals to the superego by making consumers feel good about helping the environment. "Save the planet" messages target our moral conscience.
Adverts for charities use the superego's sense of duty and compassion. They make us feel we should help others less fortunate than ourselves.
Parents buying educational toys or books are influenced by the superego's desire to do what's best for their children's development.
The ego is the referee between the id and superego. It tries to satisfy both while dealing with reality. The ego considers practical things like budget, time and consequences. It operates on the "reality principle" and helps us make sensible decisions.
Price comparison adverts target the ego by showing practical benefits. "More for your money" appeals to the ego's need to make sensible choices that satisfy desires within realistic limits.
Volvo's marketing focuses on safety rather than speed or luxury. This appeals to the ego's practical nature - parents want to protect their families (superego) while still having a nice car (id). The ego finds the perfect compromise in a safe, reliable vehicle that satisfies both moral and pleasure needs.
Smart marketers don't just target one part of the personality - they create campaigns that speak to all three. This creates internal conflict that can only be resolved by purchasing the product.
Effective marketing creates tension between the three parts of personality. For example, a luxury handbag advert might show a beautiful bag (appealing to the id's desire for pleasure), mention it's ethically made (satisfying the superego's moral standards) and offer payment plans (helping the ego deal with practical concerns).
High-end brands create desire (id) while emphasising quality and craftsmanship (ego) and sometimes charitable partnerships (superego).
Insurance adverts create fear (id response) while emphasising responsibility to family (superego) and practical financial planning (ego).
Smartphone adverts promise fun and status (id), productivity benefits (ego) and connection with loved ones (superego).
Marketers also consider when different parts of personality are strongest. Late-night TV adverts often target the id when our willpower is low. Morning adverts might appeal to the ego when we're planning our day. Weekend adverts might target the superego when we're thinking about family time.
Nike's campaign brilliantly targets all three personality parts. "Just Do It" appeals to the id's desire for immediate action and excitement. The focus on athletic achievement satisfies the superego's drive for self-improvement and discipline. The practical benefits of better performance gear appeal to the ego's rational decision-making.
Using psychological techniques in marketing raises important questions about manipulation and consumer protection. While understanding motivation can help create better products and services, it can also exploit vulnerabilities.
Targeting the id can encourage impulse buying and debt. Exploiting superego guilt can manipulate charitable giving. Understanding these techniques helps consumers make more informed choices.
Learning about psychodynamic marketing helps you become a smarter consumer. When you understand how adverts try to influence different parts of your personality, you can make more conscious decisions about what you really need versus what you're being persuaded to want.
Psychodynamic theory provides powerful insights into consumer motivation. By understanding how the id, ego and superego influence our purchasing decisions, we can better analyse marketing strategies and make more informed choices as consumers. Remember, every advert is trying to speak to a different part of your personality - being aware of this gives you the power to choose how to respond.