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Freudian Product Personality

Freudian Product Personality

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Published by Dhawal Pratap Singh
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Published by: Dhawal Pratap Singh on Sep 30, 2013
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09/30/2013

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Freudian Theory and Product Personality In going with Sigmund Freud’s work on the unconscious part of a human being

, this theory says that consumers are not aware of why they buy what they buy, or that their preferences are largely unconscious. This is furthered in saying that the products consumers buy are seen as an extension of their own personalities. This could be understood in thinking that “happy people” drink Coke and “cool people” drink Appy Fizz, the cool drink to hang out with.

Neo-Freudian Personality Theory The neo-Freudians disagreed with Freud and said that social relationships are fundamental to the formation and development of human personality; hence people continuously attempt to establish significant and rewarding relationships with others to reduce tensions, such as anxiety. Karen Horney proposed that individuals be classified into three groups: 1. Compliant: move towards others 2. Aggressive: move against others 3. Detached: move away from others Based on her theory, tests have suggested that highly compliant people prefer name brands; detached people were less likely to be brand loyal. This can be used in positioning e.g. while targeting compliant individuals, we can position the product or service as something which will help them gain acceptance in a certain group, e.g. usage of a certain brand of makeup to be counted in the sophisticated group.

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