Toy Around with Impacts of Toilet Training

Psychoanalytic theory has fruitfully impacted marketing by bringing attention to subconscious motivations and merchandise symbolism. In 1956, psychologist Ernest Dichter, called by AdAge “the father of motivational research,” developed the highly successful “Put a tiger in your tank” slogan for gasoline company Esso/Exxon on the basis that people associate cars with power. The attractiveness to women of high heel shoes in spite of the shoes’ physical discomfort has been attributed to women’s subconscious drive to conquer penis envy. Hey, there are two of those phallic-shaped heels rather than the man’s one true phallus. Psychoanalysts would refer to this as women’s overcompensation.
     Now add to those impacts a research study about constipation, of all things. Researchers at University of Salento and York University based their studies on Sigmund Freud’s conceptualization of young children’s toilet training. This founder of psychoanalytic thinking described harsh or especially early toilet training as resulting in what some call an anal-retentive personality
     Study participants would be expected to hesitate candidly discussing their early childhood toilet training and their current position on a constipation-diarrhea self-rating scale. Therefore, the researchers used projective stimuli to make indirect qualitative inquiries. The outcome was that those who gave evidence of harsh toilet training were substantially more likely than the others to also show tightwad habits, discomfort with disorder, and stubbornness in consumer transactions, along with bowel constipation.
          The most compelling implications of these findings would be for medical professionals, such as physicians and pharmacists, when responding to symptoms of digestive disorders. Patients who report chronic constipation are especially likely to adhere to treatment regimens which emphasize neatness and, if financial expenditures are involved, to buy-in when money-off discounts are prominently featured.
Regarding other marketers, the researchers suggest that when you see tightwad tendencies, you expect to also see a high interest in cleaning products and a persistence in expressing complaints. The more general implication, though, is an appreciation for the influence of early childhood experiences on current consumer behavior.
     Still, beware of excessive application of psychoanalytic theory. As a prime example, though psychoanalytic interpretations emphasize the symbolism of phallic objects such as high heels, a quote often attributed to Dr. Freud himself is, “Sometimes a cigar is just a cigar.” Actually, the evidence is that the doctor never actually said or wrote this. But the existence of the quote does illustrate concerns about overdoing the interpretations. Concerns residing subconsciously, most likely.

For your success: Retailer’s Edge: Boost Profits Using Shopper Psychology

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