Question

Discuss the ways in which motivational research can be used to understand consumer behavior. How does the motivational research method apply to the psychologist Sigmund Freud

Answer 1

It is important to understand the reasons why consumers are motivated to buy in order to understand their behavior. Consumer behavior as the area that studies how people, groups and organizations select, buy, use and discard products, services, ideas or experiences to satisfy their needs and desires.

All of our motivations are driven

The drive is a force or energy that has as source a continuous organic tension and the objective is to discharge the accumulated tension.

Libido (sexual desire) is the main manifestation of drive energy, so it plays a major role in our behaviors.

Failure to release the accumulated drive energies (mostly due to the invention of the superego) generates intrapsychic conflicts that lead to anxiety and neurosis.

If the normal outlet (for the release of these energies) is blocked, the release will tend to take place in other ways.

There is a set of mechanisms of defense of the ego that allows to resolve the intrapsychic conflicts, guaranteeing the psychic balance of the individual.

Answer 2

Answer: Motivational research is a type of research that explains and analyze consumers Behavior and why their act in a particular way towards a particular goods.

This research helps to survey the market and discover customers attitude towards a goods. This research can be used to discover customers attitude, because it can use a survey or Observational method to determine how consumers behaves to a products.

Sigmund Freud is an Australian psychologist who believes that people's behabiour are always decided by their unconciuos thoughts. according to Freud people can understand real knowledge about their behavior and how to use their comscious thought to decide what to do.

Motivational research relates to Sigmund Freud theory because both are the study of behaviour, and why such behavior is decided.