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

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.

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