Freudian theory and product personality

Answer 1

Freudian Theory and "Product Personality"

Researchers who apply Freud's psychoanalytic theory to the study of consumer personality believe that human drivers are largely unconscious and that consumers are primarily unaware of their true reasons for buying what they buy. These researchers tend to see consumer purchases and/or consumption situation as a reflection and an extension of the consumer's own personality. In other words, they consider the consumer's appearance and possessions - grooming, clothing, jewelry and so forth - as reflections of the individual's personality.

Answer 2

Freudian theory suggests that consumers develop relationships with products similar to human relationships. Products can take on personality traits that consumers project onto them, influencing their purchasing decisions and attachment to the product. This can help marketers shape branding strategies to align with consumers' unconscious desires and needs.