The document discusses how early 20th century psychologists like Sigmund Freud and his nephew Edward Bernays influenced the rise of modern consumerism and marketing. Bernays applied Freud's theories of the subconscious to advertising. Later psychologists like Ernest Dichter and researchers at Stanford Research Institute further developed techniques to understand consumers' underlying motivations and link them to purchases. In the 1960s, critics challenged Freudian ideas of repression and promoted free expression of emotions and sexuality. This led companies to market a variety of products for self-expression. Market research now profiles consumer groups to satisfy desires for uniqueness and individuality, perpetuating consumerism.

1. Psychology and Consumerism
Week 3

2. Edward Bernays
Born: Vienna, November 22, 1891 Sigmund Freud
Died: New York, March 9, 1995
Nephew of Sigmund Freud Born: Austria, May 1856
Given the title ‗Father of Public Relations‘ Died: September 1939
‗sexual and aggressive forces inside humans
that can be controlled by others‘ which are
‗remnants of our animal past‘

3. Bernays‘ development of advertising from his
uncle‘s study of psychology-
Dangerous and irrational desires and fears that
lie under the surface of man.
These forces are naturally aggressive and
sexual and define our subconscious.
Governors of society have to control these
forces in order to guide the human mind towards
good.
These practices continued by…

4. Anna Freud believed that if people were
encouraged to conform to the accepted
patterns of family and social life their ego‘s
will be strengthened leading to a society of
more rational beings.
Ernest Dichter known as the "father of
motivational research.‖ Pioneered the
application of Freudian
psychoanalytic concepts and
techniques to business — in
particular to the study of consumer
behavior in the marketplace.

5. This week..
Opponents of Freudian ideas.
Those who believed inner self should be allowed
to express itself, no to be controlled. The
liberation of feelings, memories and emotions.

6. A rising group of psychoanalysts in 1950s encouraged
patients to express feelings openly as opposed to the
Freudian idea of suppressing them, which they believed
was proven to not work. Remember the following cases
discussed last week?
The death of Marilyn Dorothy Burlingham
Monroe and and
her involvement with her three children living
the Freudian with Anna Freud-
psychoanalyst Ralph resulting in suicide,
Greenson homophobia,

7. Wilhelm Reich (1897- 1957). Originally had been a follower
of Sigmund Freud in 1920s Vienna but later grew to be one
of the main challengers of Freud‘s. He believed
unconscious forces inside human beings were good- it
was the repression of them by society that distorted them
and made them dangerous.
Disturbing
childhood-
sex
obsessed.
Oedipus
Complex

8. Freud and Reich had fundamentally different views on what
was essential to human nature-
- Freud believed we were driven by irrational natural
impulses
- Reich believed there was an underlying energy but but it
was a good thing- LIBIDO- and by freeing these sexual
forces it would lead to better individuals.

9. Reich believed that Earth had an energy curre
Orgone energy- a sort of ‗orgasmic‘ current.
Used his ideas to create-
-Cloudbusters
-UFO blockers
-Vegetotherapy
-Orgone accumulators
(eventually arrested for
them)

10. But despite all this, lots of students were influenced by his
works which coincided with their ideas about the state of
society.
A young resurgence was building against companies who
they claimed used manipulation and brainwashing to turn
the masses into consumers.
They promoted liberation of mind and sexual freedom and
wrote Reich‘s name over walls.
Youth Protests in
1960s America

11. Weather Underground Movement
-believed mass production and the manipulation of masses was to divert
attention from illegal Vietnam war
In 1970 the group issued a "Declaration of a State of War" against the United
States government, under the name "Weather Underground Organization‖
"You don't need a weatherman to
know which way the wind blows",
Bob Dylan - "Subterranean
Homesick Blues".
http://www.youtube.com/watch?v=Y
iIC8YwQVV8

12. We felt that doing nothing in a period of
repressive violence is itself a form of
violence. That's really the part that I think is
the hardest for people to understand. If you
sit in your house, live your white life and go
to your white job, and allow the country that
you live in to murder people and to commit
genocide, and you sit there and you don't do
anything about it, that's violence.
—Naomi Jaffe, The Weather Underground

13. Herbert Marcuse 1898- 1979
One-Dimensional Man- ―The people recognize
themselves in their commodities; they find their soul in
their automobile, hi-fi set, split-level home, kitchen
equipment‖

14. Marcuse strongly criticized society‘s
consumerist values.
- Believed government used it as a form of
social control.
- May claim to live in a democratic society,
but it is actually authoritarian in that a few
individuals dictate our perceptions of
freedom by only allowing us choices to buy
for happiness.
- In this state of "unfreedom‖ consumers act
irrationally by working more than they are
required to in order to fulfill unnecessary
needs- by searching for social connection
through material items

15. ‘There is a
policeman
inside all our
heads..’

16. Can get rid of society‘s power over individual
minds from within.
Release the forces set on individuals by
Freud, Bernays, Dichter etc and revolutionize
society one person at a time.
No fighting. The personal journey becomes
political.

17. Back to ideas of Wilhem Reich- can free themselves from
the controls put in their mind by society.
Must express feelings inside that previously were
considered dangerous

18. TAKE OWNERSHIP OF WHO YOU ARE
http://www.youtube.com/watch?v=Hg1A5YIdsg8
ACKNOWLEDGE SELF-POWER. USE
PSYCHOLOGY TECHNIQUES LIKE ‗GESTALT
THERAPY‘
http://www.youtube.com/watch?v=9_voss41dyA
PRIMAL SCREAM THERAPY- LET OUT INNER
EMOTIONS
http://www.youtube.com/watch?v=DRqJgDTIAck

19. But those big corporations are now getting
worried-
People now expressing themselves and
trying to be an individual
- outside of ‗mainstream‘ society
- outside of consumerism
- outside of mass production.
NEED NEW TECHNIQUES
NEW PSYCHOANALYSIS
NEW MARKET RESEARCH

20. New market research- these people are still
CONSUMERS. However they look for products to
express their individuality.
Mass production of limited ranges are out- instead
production of VARIETY of products.
YES you can break free yourself from society‘s rules
and be whoever you want to be. And now products can
be the the TOOL in helping you do this.
American capitalism decided to help Americans
express themselves.

21. Abraham Maslow‘s Hierarchy of Needs

22. Stanford Research Institute VALS framework. Values and
Lifestyles of consumers. Now placed in new categories.
Simplified test across all demographics to understand inner
motives.

23. Lifestyles and Values (Stanford Research Institute Personality
Types)
http://www.youtube.com/watch?v=mGUwA4xkkKs
- CAN NOW LINK GROUPS TO PURCHASES
- UNDERSTANDINGN UNDERLYING MOTIVATIONS LEADS
TO LIFESTYLE MARKETING
- IF NEW PRODUCT EXPRESSED A PARTICULAR GROUP‘S
VALUES IT WOULD BE PURCHASED BY THEM
AND NOT JUST RETAIL, SRI RESEARCH INFLUENCES
POLITICS TOO.
PROMOTE IDEA OF POWER TO THE PEOPLE –
Margaret Thatcher
http://www.youtube.com/watch?v=oK3eP9rh4So
Ronald Reaganhttp://www.youtube.com/watch?v=Czwe6-
UCQ5E&feature=related

24. So now can EXPRESS individuality through
products.
Can BUY any identity you wish.
Mass production out- computer operated machines
drive smaller varied product ranges.
THE BEST THING TO HAPPEN TO
CONSUMERISM- UNLIMITED EVERCHANGING
NEEDS AS DESIRES RISE THROUGH
MASLOW‘S HEIRARCHY- NEVER ENDING
CONSUMERIST BOOM?!

25. ADVERTS EXPRESS INDIVIDUALITY- YOU
ARE DIFFERENT, YOU ARE WORTH IT ETC
http://www.youtube.com/watch?v=jNBoJZN-KIk
http://www.youtube.com/watch?v=wRyWwwY4tF
8
http://www.youtube.com/watch?v=IifJhpRRn3c

26. ACTIVITY
Write an advert to promote USING THE INTERNET but targeted to a specific consumer group
Think- what are these people‘s lifestyles like? What are their aims and values? How are you
going to satisfy them or make them better by getting them ONLINE?
PARENTS
https://www.youtube.com/watch?v=Lq2Nvs0va2g
MIDDLE-AGED WOMEN
https://www.youtube.com/watch?v=E0qDrRJT4zE
TEENAGERS
https://www.youtube.com/watch?v=0cKpvwlSGOI
RECENTLY SEPERATED COUPLE
https://www.youtube.com/watch?v=pTjHCCU2E4c
STUDENTS
https://www.youtube.com/watch?v=w1sT7QV8nfU&feature=relmfu
NEW BUSINESS OWNERS
https://www.youtube.com/watch?v=1Fki1SJ17kQ&feature=relmfu
CELEBRITY
https://www.youtube.com/watch?v=sDPJ-o1leAw