Motivational Research Attempted to Use Freudian Ideas to Better Understand

Multiple Choice

Motivational research attempted to use Freudian ideas to better understand consumer behaviour. Many researchers believe that it is wrong to use this approach to study customers. Why?

A) Although the theories appear to have applications in psychological studies, they cannot be successfully used to predict what happens in the marketplace.
B) Some researchers believe that motivational research is not valid or reliable, while others worry that it is too powerful and may allow marketers to subconsciously manipulate consumers.
C) Freudian theories have been shown not to apply to modern consumers.
D) Motivational research does not help to provide insight into practical marketing problems, such as how to develop marketing communications that appeal to consumer needs
E) The attempt was flawed in the first place because personality theories have been found to be unrelated to motivation.