Freud's theory of motivation (principles of marketing)

This presentation explains Freud’s Theory of Motivation in a simple way. It covers the concepts of the id, ego, and superego, and how our unconscious mind affects our behavior and decisions. Easy to understand for students and beginners in psychology or business studies.

1. Freud’s Theory of Motivation
●​Human behavior is influenced by unconscious desires and basic instincts.
●​Two key instincts:
○​Life Instincts (Eros): Desire for love, pleasure, survival, and reproduction.
○​Death Instincts (Thanatos): Aggression, destruction, and self-harm.
●​These instincts shape thoughts, emotions, and actions.

Components of Personality – Overview
●​Freud divided personality into three parts:
1.​Id
2.​Ego
3.​Superego

Id
●​Present from birth.
●​Based on the Pleasure Principle – seeks immediate gratification.
●​Unconscious and selfish.
●​Example: A baby crying loudly for milk without concern for others.

Ego
●​Develops at 2–3 years.
●​Based on the Reality Principle.
●​Balances Id’s demands with the real world.
●​Example: A child waiting patiently for food, knowing it will come soon.

Superego
●​Develops at 5 years.
●​Represents moral values and social rules.
●​Judges actions as right or wrong (conscience).
●​Example: A child resists stealing because it’s morally wrong.

2. Psychosexual Stages – Overview
●​Freud proposed 5 stages of personality development:
1.​Oral Stage
2.​Anal Stage
3.​Phallic Stage
4.​Latency Stage
5.​Genital Stage

Oral Stage (0–1 year)
●​Focus on mouth – sucking, eating.
●​Main source of pleasure.
●​Fixation may lead to nail-biting or smoking later in life.

Anal Stage (1–3 years)
●​Focus on toilet training.
●​Learning control and discipline.
●​Strict training → perfectionist​
Lenient training → careless or messy

Phallic Stage (3–6 years)
●​Focus on genitals.
●​Child develops attraction to opposite-sex parent:
○​Oedipus complex (boys)
○​Electra complex (girls)
●​Learns gender roles and identity.

Latency Stage (6–12 years)
●​Sexual feelings are inactive.
●​Focus on school, friends, hobbies.
●​Social and intellectual development increases.

3. Genital Stage (12+ years)
●​Sexual desires return during puberty.
●​Focus on forming healthy romantic relationships.
●​Successful development leads to balanced personality.

Defense Mechanisms – Introduction
●​Mental strategies to reduce anxiety or guilt.
●​Work unconsciously to protect the mind.
●​Normal, but overuse can be unhealthy.

Common Defense Mechanisms (1/2)
●​Repression: Blocking painful memories.​
Example: Forgetting a traumatic event.​
●​Denial: Refusing to accept reality.​
Example: A smoker says smoking isn’t harmful.​

●​Projection: Attributing your feelings to others.​
Example: Saying someone is angry when you're angry.​


Common Defense Mechanisms (2/2)
●​Displacement: Shifting anger to a safer target.​
Example: Shouting at a sibling after a bad day.​
●​Regression: Acting like a child in stressful situations.​
Example: Throwing tantrums as a teenager.​

●​Rationalization: Giving excuses for wrong actions.​
Example: "Everyone cheats, so it’s okay."​

4. ●​Sublimation: Turning negative impulses into positive behavior.​
Example: Using anger in sports.​