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Consumer Behaviour

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Consumer Behaviour
Abstract

The aim of this Project is to provide an introduction to the "Freudian Personality Theory” as a personality development tool, and investigates the influence of Freudian Personality Factors in some advertisement. In our findings we show that, how id influenced the AXE body spray advertisement, Superego influenced by the Daily Prothom Alo & Save the Children advertisement and Ego influenced by DBBL Scholarship ad & Prime Bank loan advertisement. Finally, we try to personify that advertisement.

1. Introduction
Personality of a person is the result of his individual traits. Personality distinguishes one person from another. It also determines how and why a consumer behaves in a particular way. A person 's attitudes, his values in life, and the influence exerted by the people around him shape his personality. As a person grows up, his personality is altered or modified by the people or events surrounding him or due to his education.
However, it doesn 't change radically and remains consistent. The Psychoanalytic theory proposed by Sigmund Freud is based on the unconscious motives an individual has. It is based on the hypothesis that all human behavior is driven by the unconscious 'motives that a person has and that these motives are influenced by that person 's biological drives (physiological needs).

2. Origin of the report
This paper is generated under the regulation of Dr. Md. Masudur Rahman, Course Instructor, East West University. It’s a requirement of the subject Consumer Behavior (MKT_504) to fulfill the decoration of MBA Degree. The topic of this paper is “Freudian Personality Theory & Related Advertisement Based on This Theory”.

3. Objective & Purpose

Our main objective is to find three advertisements based on Freudian Personality Theory. If those advertisements personify a brand, how those ad do this. Based on the purposes the specific objectives of this study are: * To describe the Freudian Personality


References: 1. Suite101: Freud 's Theory of Personality: Development of the Psyche http://www.suite101.com/article.cfm/developmental_psychology/78926#ixzz0vhOqVzsM 2. http://www.suite101.com/article.cfm/developmental_psychology/78926/2#ixzz0vhTjmMZx 3. http://www.suite101.com/article.cfm/developmental_psychology/78926#ixzz0vhNZFH3t
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