Freud and Marketing, or Rationalization

[sumaiyakhatun26]

Have you ever bought something that was on sale a week later? How did you feel? At first, you were probably furious – after all, you could have the same product for, like, half the price! But I bet after a while you told yourself that you did the right thing by buying it earlier. That's rationalization .


The rationalization mechanism – discovered and described by Sigmund Freud – works in two ways. First, we convince ourselves that our situation is not bad at all. Second, we belittle the importance of something we have not gained or achieved.

We didn't get tickets for the long-awaited concert? Oh well, it probably wasn't that interesting, iran rcs data and to tell you the truth, the artist isn't good enough to care. We lost our jobs? So what, we have new challenges ahead of us, this is an opportunity to change something in life, it'll be fine!

How does this relate to marketing? For example, the more we paid for something, the more we will be willing to defend it . Even ignore its flaws. After all, we can't admit to ourselves (let alone others!) that we bought a dud, right? We want to convince ourselves that our decisions are right. We want to be infallible in our own eyes.