Psychoanalytical model of consumer behaviour

Psychoanalytical theory separates the human psyche into three forces: id, ego and super ego.

• Id: The id is responsible for primitive drives and urges. Operating on the pleasure principle, the id avoids tension and seeks pleasure. It is also referred to as the unconscious mind.

• Ego: Ego is the conscious mind. It operates on the reality principle. The ego develops from the id because there are limitations if the id operates in the real world. The ego is composed of perceptions, thoughts, memories and feelings. It provides a person with a sense of identity and continuity. As an internal drive and conscious, the ego is the executive aspect of personality.

• Super Ego: Super ego is the moral and ethical dimension of the human psychic structure. It controls the basic desires of the id. The super ego can interrupt the social system and influences the ego. It also helps individuals strive for perfection and pursue goals that match the morality parameters set by society and culture.

Represented in the model are biological forces (id), human consciousness (ego) and societal forces (super ego). These three factors dictate personality development, and they influence human motivation and needs.

The three levels of consciousness discussed by Sigmund Freud (id, ego and superego) all work to influence one’s buying decisions and behaviors. A hidden symbol in a company’s name or logo may have an effect on a person’s subconscious mind and may influence him to buy that product instead of a similar product from another company.