Research Question
Exploring the human inner feelings, latent desires and unconscious minds, how can marketers tap into specific types of customers’ unconscious psychology (psychoanalysis) for developing strong brands, attracting increased market share and implicitly more sales?
Introduction
Humans’ inner feelings, emotions thoughts, motivations or desires have been the subject of psychoanalysis since the psychologist and philosopher Sigmund Freud developed his therapy of curing troubled individuals by making their unconscious conscious (Held, 2009). Freud’s ideas about an inner self that is based on primordial and latent desires have been incorporated in various fields of study, such as literature, arts, politics or marketing.
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