Which perspective focuses on the unconscious mind as the driving force of the personality

What is Freudian Motivation Theory?

Freudian motivation theory posits that unconscious psychological forces, such as hidden desires and motives, shape an individual's behavior, like their purchasing patterns. This theory was developed by Sigmund Freud who, in addition to being a medical doctor, is synonymous with the field of psychoanalysis.

Key Takeaways

• Freudian motivation theory posits that unconscious psychological forces, such as hidden desires and motives, shape an individual's behavior, like their purchasing patterns.
• Freudian motivation theory is frequently applied to a number of disciplines, including sales and marketing, to help understand the consumer's motivations when it comes to making a purchasing decision.
• The Freudian motivation theory explains the sales process in terms of a consumer fulfilling conscious, functional needs as well as unconscious needs.

Understanding Freudian Motivation Theory

Freudian motivation theory is frequently applied to a number of disciplines, including sales and marketing, to help understand the consumer's motivations when it comes to making a purchasing decision. More precisely, Freud's theory has been applied to the relationship between the qualities of a product, such as touch, taste, or smell, and the memories that it may evoke in an individual. Recognizing how the elements of a product trigger an emotional response from the consumer can help a marketer or salesperson understand how to lead a consumer toward making a purchase.

The Freudian motivation theory explains the sales process in terms of a consumer fulfilling conscious, functional needs, such as blinds to cover a window, as well as unconscious needs, such as the fear of being seen naked by those outside. A salesperson trying to get a consumer to purchase furniture, for example, may ask if this is the first home that the consumer has lived in on their own. If the consumer indicates yes, this may prompt the salesperson to mention how the furniture is warm or comfortable, triggering a feeling of safety.

Freudian Motivation Theory Tenets

Freud believed that the human psyche could be divided into the conscious and unconscious mind. The ego, the representation of the conscious mind, is made up of thoughts, memories, perceptions, and feelings that give a person their sense of identity and personality. The id, which represents the unconscious mind, is the biologically determined instincts that someone possesses since birth. And the superego represents the moderating factor of society's traditional morals and taboos as seen in the fact that not every person acts on impulse. These ideas can help market researchers determine why a consumer has made a particular purchase by focusing on their conscious and unconscious motivations, as well as the weight of societal expectations.

Freudian Motivation Theory Put to Use

When companies want to gauge the probability of success for a new product, they will enlist market researchers to uncover the hidden motivations of a selected group of consumers to determine what might trigger their buying habits. They may utilize a number of techniques to discover such deeper meanings, such as role-playing, picture interpretation, sentence completion, or word association, among others. Such exercises can help researchers learn about how consumers react to products and how to best market them as a result. For example, buying a particular brand of computer can make a person feel smart, successful, productive, and prestigious. Marketers can use this information to cultivate brand identity.

1. Sigmund Freud
2. Unconscious Mind

Freud and the Unconscious Mind

By Dr. Saul McLeod, published 2009, updated 2015

Sigmund Freud didn't exactly invent the idea of the conscious versus unconscious mind, but he certainly was responsible for making it popular and this was one of his main contributions to psychology.

Freud (1900, 1905) developed a topographical model of the mind, whereby he described the features of the mind’s structure and function. Freud used the analogy of an iceberg to describe the three levels of the mind.

Freud (1915) described the conscious mind, which consists of all the mental processes of which we are aware, and this is seen as the tip of the iceberg. For example, you may be feeling thirsty at this moment and decide to get a drink.

The preconscious contains thoughts and feelings that a person is not currently aware of, but which can easily be brought to consciousness (1924). It exists just below the level of consciousness, before the unconscious mind. The preconscious is like a mental waiting room, in which thoughts remain until they 'succeed in attracting the eye of the conscious' (Freud, 1924, p. 306).

This is what we mean in our everyday usage of the word available memory. For example, you are presently not thinking about your mobile telephone number, but now it is mentioned you can recall it with ease.

Mild emotional experiences may be in the preconscious but sometimes traumatic and powerful negative emotions are repressed and hence not available in the preconscious.

Finally, the unconscious mind comprises mental processes that are inaccessible to consciousness but that influence judgments, feelings, or behavior (Wilson, 2002).

According to Freud (1915), the unconscious mind is the primary source of human behavior. Like an iceberg, the most important part of the mind is the part you cannot see.

Our feelings, motives and decisions are actually powerfully influenced by our past experiences, and stored in the unconscious.

Freud applied these three systems to his structure of the personality, or psyche – the id, ego and superego. Here the id is regarded as entirely unconscious whilst the ego and superego have conscious, preconscious, and unconscious aspects.

Unconscious Mind

While we are fully aware of what is going on in the conscious mind, we have no idea of what information is stored in the unconscious mind.

The unconscious contains all sorts of significant and disturbing material which we need to keep out of awareness because they are too threatening to acknowledge fully.

The unconscious mind acts as a repository, a ‘cauldron’ of primitive wishes and impulse kept at bay and mediated by the preconscious area. For example, Freud (1915) found that some events and desires were often too frightening or painful for his patients to acknowledge, and believed such information was locked away in the unconscious mind. This can happen through the process of repression.

The unconscious mind contains our biologically based instincts (eros and thanatos) for the primitive urges for sex and aggression (Freud, 1915). Freud argued that our primitive urges often do not reach consciousness because they are unacceptable to our rational, conscious selves.

People use a range of defense mechanisms (such as repression) to avoid knowing what their unconscious motives and feelings are.

Freud (1915) emphasized the importance of the unconscious mind, and a primary assumption of Freudian theory is that the unconscious mind governs behavior to a greater degree than people suspect. Indeed, the goal of psychoanalysis is to reveal the use of such defense mechanisms and thus make the unconscious conscious.

Freud believed that the influences of the unconscious reveal themselves in a variety of ways, including dreams, and in slips of the tongue, now popularly known as 'Freudian slips'. Freud (1920) gave an example of such a slip when a British Member of Parliament referred to a colleague with whom he was irritated as 'the honorable member from Hell' instead of from Hull.

Critical Evaluation

Initially, psychology was skeptical regarding the idea of mental processes operating at an unconscious level. To other psychologists determined to be scientific in their approach (e.g. behaviorists), the concept of the unconscious mind has proved a source of considerable frustration because it defies objective description, and is extremely difficult to objectively test or measure.

However, the gap between psychology and psychoanalysis has narrowed, and the notion of the unconscious is now an important focus of psychology. For example, cognitive psychology has identified unconscious processes, such as procedural memory (Tulving, 1972), automatic processing (Bargh & Chartrand, 1999; Stroop, 1935), and social psychology has shown the importance of implicit processing (Greenwald & Banaji, 1995). Such empirical findings have demonstrated the role of unconscious processes in human behavior.

However, empirical research in psychology has revealed the limits of the Freudian theory of the unconscious mind, and the modern notion of an 'adaptive unconscious' (Wilson, 2004) is not the same as the psychoanalytic one.

Indeed, Freud (1915) has underestimated the importance of the unconscious, and in terms of the iceberg analogy, there is a much larger portion of the mind under the water. The mind operates most efficiently by relegating a significant degree of high level, sophisticated processing to the unconscious.

Whereas Freud (1915) viewed the unconscious as a single entity, psychology now understands the mind to comprise a collection of modules that has evolved over time and operate outside of consciousness.

For example, universal grammar (Chomsky, 1972) is an unconscious language processor that lets us decide whether a sentence is correctly formed. Separate to this module is our ability to recognize faces quickly and efficiently, thus illustrating how unconscious modules operate independently.

Finally, while Freud believed that primitive urges remained unconscious to protect individuals from experiencing anxiety, the modern view of the adaptive unconscious is that most information processing resides outside of consciousness for reasons of efficiency, rather than repression (Wilson, 2004).

How to reference this article:

How to reference this article:

McLeod, S. A. (2015). Unconscious mind. Simply Psychology. www.simplypsychology.org/unconscious-mind.html

APA Style References

Bargh, J. A., & Chartrand, T. L. (1999). The unbearable automaticity of being. American psychologist, 54(7), 462.

Chomsky, N. (1972). Language and mind. New York: Harcourt Brace Jovanovich.

Freud, S. (1915). The unconscious. SE, 14: 159-204.

Freud, S. (1924). A general introduction to psychoanalysis, trans. Joan Riviere.

Greenwald, A. G., & Banaji, M. R. (1995). Implicit social cognition: attitudes, self-esteem, and stereotypes. Psychological review, 102(1), 4.

Stroop, J. R. (1935). Studies of interference in serial verbal reactions. Journal of experimental psychology, 18(6), 643.

Tulving, E. (1972). Episodic and semantic memory. In E. Tulving & W. Donaldson (Eds.), Organization of Memory, (pp. 381–403). New York: Academic Press.

Wilson, T. D. (2004). Strangers to ourselves. Harvard University Press.

How to reference this article:

How to reference this article:

McLeod, S. A. (2015). Unconscious mind. Simply Psychology. www.simplypsychology.org/unconscious-mind.html

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