2.03 – Understanding Basic Consumer Psychology
To be an effective marketer, you need to grasp the basics of human psychology and the behaviours that stem from psychological triggers, such as neurotransmitters and other psychological processes. Insights from well-known psychologists, like Sigmund Freud and Carl Jung, can offer valuable perspectives on how people think and act.
Freud’s Personality Theory
Sigmund Freud is renowned for several theories, one of which is his personality theory. According to Freud, our minds are governed by three competing voices: the id, ego, and superego.
- The Id: This is the impulsive part of the mind, akin to a toddler demanding immediate gratification without considering future consequences.
- The Ego: The ego seeks to please the id but does so by planning and thinking through actions to achieve desires in an acceptable manner.
- The Superego: This is the voice of reason, guiding actions based on social norms, moral values, and life experiences.
The dominant voice in these internal conflicts shapes individual personalities and influences consumer behaviour. As a marketer, consider which personality aspect is most involved in purchasing decisions within your category. For example, if you’re selling indulgent products like cookies or doughnuts, you need to appeal to the id, overriding the ego and superego that might argue against such indulgences. Conversely, marketing fitness and nutrition products might involve first appealing to the ego with responsible health information and then offering options that satisfy the id without compromising health goals.
Jung’s Personality Theory
Carl Jung is known for his theory of archetypes and his ideas about the human psyche’s complexity. He identified two primary attitude types: introverts and extroverts.
- Introverts: Tend to be withdrawn and introspective, processing experiences internally.
- Extroverts: Are outgoing and expressive, engaging more with the external world.
Jung suggested that both introverts and extroverts engage in the same mental functions (thinking, feeling, sensation, and intuition) but process them differently. As a marketer, understanding these differences is crucial. If your product appeals primarily to introverts, tailor your messaging and sensory appeals to make them comfortable. Conversely, products for extroverts might benefit from more dynamic and outward-focused marketing strategies.
Applying Jung’s Insights
In his book “Modern Man in Search of a Soul,” Jung emphasises that faith, hope, love, and insight are the highest achievements of human effort, gained through experience. Reflect on how your product supports the journey to these emotional outcomes. Ask yourself:
- How does my product help consumers achieve faith, hope, love, or insight?
- What psychological fulfilment does my brand offer?
Understanding these aspects can help you see your product’s value from a psychological perspective, enhancing your marketing strategies.
Practical Application for Marketers
1. Identify Target Personalities
Determine which aspect of Freud’s personality theory (id, ego, superego) your product appeals to and craft your messaging accordingly.
2. Understand Introvert and Extrovert Preferences
Tailor your marketing strategies to align with the preferences of introverts or extroverts, based on Jung’s theory.
3. Focus on Emotional Fulfilment
Highlight how your product contributes to achieving key emotional outcomes like faith, hope, love, and insight.
By integrating these psychological principles into your marketing approach, you can create more compelling and effective strategies that resonate deeply with your target audience.
