The paper "Freud’ s Theory of Personality and Sherif & Havland’ s Social Judgement Theory" is a perfect example of a marketing case study. The purpose of this report is to analyze a high involvement purchase decision where I was the main decision-maker and consumer of the product and applying Freud’ s theory of personality and Sherif & Havland’ s Social Judgement Theory to the purchase decision. For the purpose of this report the purchase decision, which I will be talking about, is my car. My choice of car was basically guided by the price, consumer rating, country of origin, design, fuel efficiency, safety, practicability and emissions.
Other considerations that guided my choice of the car were colour, stereo system, spare parts availability and model popularity 1.2 Background Given the above considerations, I settled for the 2009 Hyundai i30 SX which I purchased in March 2010. I purchased this car for two reasons; the first being that my previous car, 2007 Ford Focus was written off in a hailstorm late last year, the second reason for my purchase was that I needed another form of transport to get around.
Before making the purchase, I had shortlisted the models and makes that were closest to my preferences. I perused through vehicle consumer ratings and reviews in magazines and websites for further verification of the features. I was above all impressed by this particular model due to its features which matched best with my preferences. 1.3 Scope & Limitations This report is limited to time and space and hence covers only two consumer behaviour theories among many. The report covers only one instance of purchasing a high involvement product.
The behaviour of this one single consumer is assumed to be representative of other consumers. The consumption decision is analysed only through the Freudian Personality theory and the Social Adjustment theory. 2.0 Literature review 2.1 Freudian theory The Freudian Personality theory argues that a person’ s unconscious desires and needs such as biological and sexual needs are the basic factors of human motivation towards various aspects such as consumption. The complete human personality is formed from the dynamic interaction of these physiological needs (e. g. hunger, sex, anger etc) with the social environment and pressures such as morals, social expectations etc (Solomon, Russell- Bennett & Previte 2009; Walle 2002).
This theory is applied by consumer behaviourists to argue that a person’ s consumption behaviour is a reflection and extension of his inner personality. An individual will thus express his inner desires through purchases and the use of certain products/brands. According to the Freudian Personality theory, the mind is structured into three parts. The first part is the ID that contains sexual (libido) and aggressive instincts and is located in the unconscious mind. This means that a consumer responds to these needs unknowingly.
This part is attributed to the pleasure concept in the decision-making process. The second part is the ego which is in the conscious mind and is the rational one. This helps the consumer to make decisions based on reality and practicability. The third part is the superego which lies between the conscious and unconscious mind. It comprises of the conscience and ego ideal which in most cases are contradictory (Solomon, Russell- Bennett & Previte 2009).
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