What is Freudian Motivation Theory?

Freudian motivation theory was developed by Sigmund Freud. This theory studies how unconscious desires motivate and shape the behaviors of individuals. That is, it studies how psychological forces that are unconscious influence the behaviors of individuals. 

Freudian motivation theory maintains that the desires and emotions of individuals or consumers shape their behaviors. This theory is mostly used to describe the buying preferences of consumers and how they are dictated by unconscious motives and desires.

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How does Freudian Motivation Theory Work? 

Practitioners in the sales and marketing discipline also use the Freudian motivation theory to determine the types of goods to market or sell to certain consumers. 

According to Freud's theory, there is a connection between the attributes of a product and the emotions of consumers. 

There are certain products with the capability to trigger emotional responses from consumers, such products sell more because they appeal to the unconscious desires and emotions of consumers. 

Freud's theory also posits that the visual, tactile and auditory qualities of a product can remind individuals of past events, which then motivate them to make purchase decisions.

Sigmund Freud divided the human psyche into two parts; the conscious and the unconscious mind. 

While the conscious mind reflects in the thoughts, feelings, and perceptions of individuals, the unconscious mind reflects through innate instincts.