Freud’s Psychoanalytic Theory & Hyundai Creta Electric Advertisement (Consumer Behavior)

Ad Link – https://www.youtube.com/watch?v=Tpec8a1JwDc

Sigmund Feud’s psychoanalytic theory offers interesting build around understanding unconscious needs and desires that drives human purchasing actions. As per Freud, human psyche can be bifurcated into three part which is as follows : –

1. ID : Primitive aspects of the psyche which aims to instant satisfaction of basic biological and fundamental needs like hunger, thirst, sex immediately. ID operates on the idea that all your needs should be met immediately.
From Consumer behavior perspective – ID urges the consumer to make impulsive purchases, buy luxury items or overspend the money on items.
E.g. – Stay at Luxurious expensive hotel (Leela Hotel, Bengaluru), desire for Sex and Taste ( Mazza Mango sutra)

2.SUPEREGO : Focus on the principle of the morality and promote socially accepted conduct. It triggers a sense of guilt for having made the ‘wrong choice.’
From Consumer Behavior perspective – Superego makes customers feel guilty about doing socially unacceptable purchase or make them feel guilty about overspending on unnecessary items.
E.g. – Feeling guilty about eating Dominos pizza/ Burger king extra cheeseburger and adding few more calories or guilt about overspending by staying at Leela, Bengaluru.

3.EGO : Acts as an intermediary between ID’s impulsive demands, Superego’s moralistic limitations and reality. Ego meditates between ID, Superego, and reality makes the decisions and face consequences.
From Consumer Behavior perspective – Ego tries to balance between ID and Superego by helping the consumers to make decision by justifying those luxury purchase or eating calories filled foods occasional or once in a lifetime reward for these needs or indulgence.
E.g. – Ego justify staying at Leela Hotel as rewards for those extra efforts by someone has put by staying late in office or focusing on healthy aspects (veggie) of Burger.

Freud highlighted the vast power of the unconscious minds, where most of our wishes, fears and unfulfilled desires influences our conscious actions without explicit awareness. Marketers or Advertisers tend to make use of such unconscious motives by appealing emotionally and using symbols or slogans to target hidden unfilled desires.

Reflection and Analysis : THE HYUNDAI CRETA ELECTRIC Advertisement – “ELECTRIC IS NOW CRETA”
Ad Link – https://www.youtube.com/watch?v=Tpec8a1JwDc
The Hyundai Creta Electric Advertisement is a great example of how above-mentioned Freud psychology notions has been applied to shape the consumer awareness and purchase behavior. Ad designed in a such way that it speaks to the consumer’s wishes, conscience and logic. Let’s break down the Ad to analysis it from ID, Superego and EGO perspective : –

ID (Thrill and Desire) : CRETA Electric Ad hits directly at the ID by highlighting the car’s thrilling performance. The Statement ‘0-100’ KM/Hours in 7.9 seconds and driving through rugged rough terrain in Jungle satisfy the urge for speed, power and instant pleasure (Primitive needs). By becoming proud owner of a latest tech electric CRETA SUV resonate with ID’s desire for thrill. SUV driving through different beautiful landscapes send puts perception of freedom and fun of driving.

SUPEREGO (Responsible & Environment friendly drive) : Car being “Electric” immediately impact the Superego notions and fits for being socially & environmentally responsible. Driving through natural green scenic landscapes support the argument. Voiceover of Bollywood Superstar Shahrukh Khan and highlighting that ‘over 1.1 million CRETA vehicles are already on Indian Roads’ can appeal to the Superego’s need for social approval and faith in well established popular car brand.

EGO (Practicality) : EV SUV Benefits like Driving Range Up to 473 Km per full Charge, Vehicle to Load (V2L) – Power your appliances inside and outside the car, All Weather Electric SUV with Indian touch (Plane spraying Indian Flag Colors over Car Sunroof) reconcile the desires and provide the moral rationale to buy the CRETA Electric SUV for what would otherwise be perceived as an impulsive buy.

Limitations of Freud’s Psychoanalytic Theory

1.Underestimating Culture influence: Freud’s theory does not cover the cultural influence which also plays bigger role in purchasing decisions. In Indian scenarios -Local culture, religious values, family, and social structure often influences the consumer’s buying behavior.

2.Price Sensitive Buyers: Freud’s theory might not resonate with price sensitive buyers who prioritize the practicality of the products over feeling guilt about the environment or society. E.g. Person in rural Rajasthan might opt for Mahindra Bolero over Electric Creta due to affordability, service centers availability and mileage.

3.Not all decisions are driven by Emotion Driven: Theory assumes that consumer decision in buying a product or service are driven by desires, morality, guilt, thrill etc. But in today’s world, especially among modern and informed consumers, decisions are often conscious and logical. Rational decision makers might check the peer/social media/Google reviews, watch YouTube Videos, evaluating the actual performance, do the market survey data or take expert opinion before committing into buying the products.

4.Global & Social Media Impact: Theory does not explain the rapid changes in taste, trends, fashions and preferences driven by social media and globalization.

Despite these shortcomings, the intersection between Freud’s theory and advertising practice is very interesting and seems practical from consumer behavior angle. Advertisers often target at the unconscious minds because they know that consumers are emotional, impulsive and not always rational.

They touch the ‘excitement’, ‘desires’, or ‘thrills’ urges directing towards ID notions. In the same message, appeals to ‘morally responsible’, ‘trust’, or ‘family values’ to satisfy the Superego impact and in the end provides the enough reasoning or rationale (EGO) to support purchasing decisions.

A good advertising not only sell the products, but it sells the compelling story that influences the consumer to satisfy their psychological urges. Far from being perfect but Freud theory still able to explain the basics of sophisticated human behaviors to bring them to the marketplace.

Conclusion : Freud’s Psychoanalytic theory offers resourceful insights about the consumer behavior by focusing on the emotional behavior and unconscious minds. Marketers who wants to focus on selling the product story by touching on the aspects like fear, guilt and missing out or rewards can deep dive use this theory and ideas to influence the consumer’s buying behaviors.