Behavioral marketing seeks to understand the deep psychological foundations behind consumer purchasing behavior. When analyzing this behavior, two great thinkers in psychology, Sigmund Freud and Alfred Adler, offer remarkably different yet valuable perspectives. In this article, we will examine these two approaches and discuss how brands can leverage their insights to better shape their marketing strategies.
Freud’s Perspective: The Power of the Unconscious
Sigmund Freud emphasized that human behavior is heavily influenced by unconscious desires and suppressed emotions. According to Freud, we are often unaware of the real reasons behind our decisions; our subconscious motivations, shaped by childhood experiences and inner conflicts, drive us.
In consumer behavior, this suggests that emotional triggers, not rational choices, often guide purchasing decisions. Freud’s concept of the id, ego, and superego shows that while the id demands instant gratification, the superego and ego mediate these demands within the boundaries of reality and societal norms.
Freudian marketing strategies:
- Focus on desires such as status, love, sexuality, and acceptance.
- Create symbolic connections between products and unconscious needs.
- Use visual elements, colors, and emotional narratives to subtly stimulate the subconscious mind.
Luxury car advertisements often present not just a vehicle, but a feeling of power, control, and status. These ads don’t only sell a car; they sell the dream of dominance, success, and admiration.
Brands following Freud’s approach focus on emotional branding, often aiming to trigger unconscious desires and associate the brand with deeper psychological needs.
Adler’s Perspective: The Need for Belonging and Superiority
In contrast, Alfred Adler emphasized social factors and the individual’s conscious goals over unconscious drives. According to Adler, the most basic human motivation is the desire to overcome feelings of inferiority and achieve a sense of belonging and superiority within society.
From a marketing point of view:
- Consumers are motivated by self-improvement and social integration.
- Purchasing decisions are based on how products enhance an individual’s position in society.
- The focus is on helping consumers feel competent, valuable, and part of a larger group.
Fitness brands often promote products as tools for achieving personal transformation and gaining social respect. Running shoes are not just about running—they symbolize strength, perseverance, and success within a social context.
Brands following Adler’s approach focus more on achievement, social belonging, and empowerment rather than triggering hidden desires.
Freud vs. Adler: Key Differences in Marketing Application
| Aspect | Freud’s Approach | Adler’s Approach |
|---|---|---|
| Main Motivation | Unconscious desires, emotional needs | Conscious goals, social belonging |
| Target Emotions | Hidden anxieties, pleasure, sexuality | Achievement, competence, overcoming inferiority |
| Marketing Techniques | Symbolism, emotional advertising, dream-like campaigns | Empowerment messaging, community building, self-improvement campaigns |
| Example Industries | Luxury goods, fashion, cosmetics | Sportswear, education, career development |
Today’s Marketing Reality: An Integrated Perspective
Modern marketing doesn’t strictly stick to either Freud or Adler’s approach. Smart brands blend these perspectives.
- For high-value products (luxury cars, designer brands), Freudian emotional stimulation still works very effectively.
- For mass-market products (tech gadgets, fitness equipment, educational services), Adlerian messages of empowerment and social belonging dominate.
Behavioral marketing today recognizes that:
- Consumers can be influenced by both unconscious emotional impulses (Freud)
- and conscious social needs and personal growth motivations (Adler).
Thus, the most effective marketing strategies are those that analyze the consumer profile, identify which psychological approach is more dominant, and design the message accordingly.
Understanding both Freud’s and Adler’s psychological theories allows marketers to craft more sophisticated, emotionally resonant, and strategically targeted campaigns.
Instead of choosing one over the other, you should master both. Behavioral marketing is not about guessing; it’s about mastering the complex dynamics of the human mind and applying them smartly to marketing practices.
