Professional Documents
Culture Documents
COMMUNICATION
COURSE 5
Definition
- Rational approach
Ex: Olympus, Dacia, Panasonic
Learning Model
- Freudian theory
- Theory of motivation
- Transactional analysis
Freudian theory
Human psyche:
- Id – beyond reason (instinctive needs);
- Ego – resolving inner conflicts, through
balance and satisfaction;
- Super Ego – removing interdictions and
barriers that hinder the purchase.
Ex: Campari, Mountain Dew
Theory of motivation
Trends:
Selfish
Altruist
Selfless Ego
Idealist
Psycho-biological
Sociological
Ex: Helping-hand, Rolo
Transactional Analysis
- Ostentatious consumption
- Veblen Model
- Products are not consumed for their use
value, but for their symbolic value