Freudian motivation theory was developed by renowned psychoanalyst Sigmund Freud and establishes the idea that our behavior is driven by psychological forces. According to Freud, these drives are largely unconscious, arising from two main sources: the id and the superego. The id, founded on the pleasure principle, is instinctual and operates on the desires of the individual, such as their unconscious needs and fears. The superego is the voice of conscience and the morality principle, it dictates our behavior based on a set of socially prescribed standards and judgments. The ego, the mediator between the id and the superego, serves as awareness, mediating needs against reality.

The dynamics established between these three components of the personality dictate an individual’s purchasing decisions and behavior, with both conscious and unconscious preferences often providing inspiration for purchases. For example, impulse buys are often considered to arise from the hidden desires and unconscious needs revealed through Freudian’s psychoanalytical framings.

One of the most fascinating applications of Freudian motivation theory is that of consumer behavior. According to this theory, individuals are motivated to go through with a purchase for a variety of reasons, both conscious and unconscious. Freud's ideas allow us to gain a deeper understanding of consumer behavior, such as why a consumer might opt for a certain product or service. Freudian motivation theory allows marketers to identify and target consumer’s needs and wants, as well as understanding their buying process so as to best activate their purchase behavior.

By recognizing subconscious influence based on the motivations that the consumer experiences, the marketer can further understand the consumer’s decision making process. This helps marketers in better understanding how to approach a specific consumer group, how to message appeals and persuasion that effects sales, and how to identify and strategically position a product or service within the market.

In conclusion, Freudian motivation theory is a powerful tool for understanding consumer motivations when making buying decisions. It posits that hidden desires and unconscious needs are strong motivating forces which shape our behavior, and can be of great use to marketers looking to reach their target market. By understanding these motivations, marketers can more effectively position their products and services in order to create a more personalised message that resonates with their audience.