Saturday, October 8, 2011

Freudian Slip


A Freudian slip is a verbal or memory mistake that is believed to be linked to the unconscious mind.

Example 1: A man calls his wife by the name of his mistress.
Example 2: A person calls his wife "mom" because he subconsciously thinks of her like his mom.
Example 3: A person expecting a dinner guest with a large nose reminds himself to avoid making any reference to noses at dinner. Then dinner comes and he says "Pass the nose" instead of "Pass the salt".

(Warning: All slips are not Freudian, and to interpret all slips as Freudian is not recommended.)


According to the theory of Sigmund Freud, people have many subconscious wishes, feelings and desires, which they have suppressed so that they are not consciously aware of them or are not willing to think of them at the present time. However, people sometimes make mistakes, called "Freudian slips" which reveal their subconscious thoughts. In a wider sense, "Freudian slip" is used to refer to any mistake in speech which reveals feelings or thoughts a person does not want to reveal.

The term is popularly used today in a humorous way when a person makes a mistake in speech. In these situations, observers often suggest (in a comic way) that the mistake reveals some type of hidden emotion on the part of the speaker.

Sigmund Freud Theory

Known as the father of psychoanalysis, Sigmund Freud developed a theory of the mind which contains three levels of awareness:  the conscious, the preconscious, and the super conscious.  According to his theory, the human mind is like an iceberg.  The conscious part of the brain is just the small tip which is easily visible (accessible).  The other two parts remain hidden below the surface.

            In addition to the three levels of awareness, there are 3 components of personality:  the id, the ego, and the superego.  The id is the primitive part of the mind; it is irrational, emotional, child-like, and seeks self-gratification.  The superego is the moral compass.  The conscious, a subsystem of the superego, is constantly aware of right and wrong.  For a child, this consists of everything he thinks mom and dad will disapprove of or punish.  The ego, the rational part of the brain, compromises between these two opposing forces.  "The conflict between the Id and Superego, negotiated by the Ego, is one of the fundamental psychological battles all people face."

In order to deal with this constant internal conflict, Freud believed that defense mechanisms were created to protect one's self.  One of these methods is repression, where intense emotions, too difficult to deal with in the conscious awareness, are repressed into the subconscious.  It’s like our unconscious mind is a door to our conscious brain and the two meet during our dreams.

Monday, October 3, 2011

Psychology of Online Shopping


I happened to read an article that said Indians have started to go online for shopping products more than ever before. The cost conscious Indian customer has started to evaluate offers and deals and is waiting for coupons to be used while shopping on the internet. The conservative Indian buyer has moved from booking tickets online and checking account balances to e commerce.

 The significance on social media has been so huge that customers gain confidence to try out buying online. With reviews about product and usage experiences, customers have started to venture into buying online. This has helped the online retailers’ to manipulate with colours, price points and time distortions to get us buying. Psychology plays its part on how customers react to your website content and its products. In order to keep up appearances of the website considerations such as colour, imagery, pricing need to be carefully planned. Green and Blue colours have major impact on online purchases. Studies show that product images set against green background trigger sensitivity to price; products set against blue background evoke a sense of ‘Comfort’.

For an effective online presence, you must evoke emotion, trigger a reaction and excite your visitors enough so that they not only return but they tell others about their experience in your store or website. So if your business isn't treating its online presence seriously, then you're sending the wrong message to your customers.