3.12: Psychoanalytic Model

The psychoanalytic model of consumer behavior focuses on the impact of the unconscious mind on purchase decisions.

The model suggests that unconscious desires, fears, and motivations drive consumers.

Individuals often attribute symbolic meanings to objects, projecting their fears, desires, aspirations, and identities onto them.

For instance, the fear of a security breach creates concern about an unprotected home, positioning the home security system as a symbol of safety and emotional security.

Luxury brands may symbolically relate to identity, status, or emotional satisfaction.

So, acquiring such products allows individuals to express desires or resolve unconscious conflicts indirectly.

Advertisers use psychoanalytic insights for emotional impact in branding.

It is also used for market segmentation, tailoring strategies to different personalities and emotional triggers.

It helps foster brand loyalty through emotional connections and guides effective marketing strategies and product design aligned with unconscious desires.

On the downside, the psychoanalytic model relies heavily on subjective interpretations and oversimplifies human behavior.

It lacks the predictive power of contemporary models in explaining consumer behavior.