What are some products that make their appeals primarily to the id? What are som

Question

What are some products that make their appeals primarily to the id?

What are some products that make their appeals to the superego?

Do products make an appeal to the ego? If so, how?

(The id is about immediate gratification; it is the “party animal” of the mind. It operates according to the pleasure principle; that is, our basic desire to maximize pleasure and
avoid pain guides our behavior. The id is selfish and illogical. It directs a person’s psychic energy toward pleasurable acts without any regard for consequences. The superego is the counterweight to the id. This system is essentially the person’s conscience. It internalizes society’s rules (especially as parents teach them to us) and
tries to prevent the id from seeking selfish gratification. Finally, the ego is the system thatmediates between the id and the superego. It’s basically a referee in the fight between
temptation and virtue. The ego tries to balance these opposing forces according to the reality principle, which means it finds ways to gratify the id that the outside world will
find acceptable. (Hint: This is where Freudian theory applies to marketing.)

Explanation / Answer

Examples: Cruelty Free Products, Fair-Trade Products, Tesla appeal to the SUPER EGO (super ego is a social obligation) Candy, Alcohol, Fast-Food, Drugs/Cigarrettes, Sports-Cars, appeals to the ID Diet coke, tesla, tea, TOMS shoes appeal to the EGO According to Epstein (1994), Freud's psychodynamic theory stated that we are not in control of our own minds. A person can only think rationally when the unconscious turns to conscious level - done through psychoanalysis. He regarded Ego (conscious thinking) as the tip of an iceberg. All our mental activity is operated by the Ego. Thus, several advertising agencies pay millions of dollars for cigarette advertisements which appeal to the Ego of a person. Epstein (1994) stated that in cigarette ads the visual appeal of the messages will overcome the verbal message of the surgeon who says "smoking can endanger one's life" -- an appeal aimed at the rational system. If you are selling your product based on the ‘experience' or ‘feel' that the product is able to create for the user, typically such a product is one that is being sold to the ego. Most luxury products fall in this category. When appealing to the ego, rationality has no role play, which is exactly why it becomes possible to price these products in a highly irrational way. Such pricing results in high margin in such businesses. In terms of start-ups, Tesla would be one company that is playing in this segment. Tesla launched as a high priced product, the launch version did not boast great range, but was still able to sell in good numbers. Most start-ups do not pursue this route since volumes tend to be low and the marketing costs tend to be high in this segment. The route to profitability is also harder to show since the market is usually small due to the price.

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