Researchers who apply Freud's theories to the study of consumer personality believe that consumers are primarily unaware of their true reasons for their purchasing behavior.
"Freudian motivation theory puts forward that unconscious psychological forces, such as hidden desires and motives, shape an individual's behavior, like their purchasing patterns." This theory was developed by Sigmund Freud who, in addition to being a medical doctor, is synonymous with the field of psychoanalysis.
According to the theory, people’s choices are largely based on their unconscious behavior. This means that people may seek motivation for buying certain goods through their unconscious channel of thinking.
To know more about Freuds theories click below:
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