The introduction of Lush

Was founded by Mark Constantine and Wiz Weir in the United Kindom in 1995

fresh handmade cosmetics and personal care products more well-known for its values and stance on social i

ssue environmentally and socally friendly

If Lush were to release a campaign with call to action such as ‘Pick one up now, you deserve an indulgence’ which of the three Freudian systems would it be appealing to? Explain with reference to Freudian theory.

Question 1 The Freudian Theory

ID•totally unconscious; •has no contact with reality

EGO•exact a balance between the impractical hedonism of the id and the equally impractical moralism of the super-ego;•the part of the psyche that is usually reflected most directly in a person's actions.

SUPEREGO•the moral component of the psyche;•no special circumstances in which the morally right thing may not be right for a given situation

I really want to get

I can get

I should get

Indulgence

The habit of allowing yourself to do or have whatever you want, or allowing someone else to do or have whatever they want

ID

pleasure principle

the completely unconscious, impulsive, childlike portion of the psyche

source of basic impulses and drives

seeks immediate pleasure and gratification

The connection

Actual self-image

The individual’s own understanding of his or her actual situation

Ideal self-image

Expresses their personal aspirations for the development of personality of themselves

Brand personality and self-image

Brand personality

Why you buy this product to a large extent you admire or agree on what that product represents

What does represents mean?

You want others to form an evaluation on you because of this buying behavior.

Buy some products because of the brand is a kind of buying behavior in which

1 You buy the products to show your attitude or personality

2 you agree with the personality of that brand

The GAP

Actual self-image

Idealself-image

Some products of Lush

Do you think Lush customers are consumer innovators? Explain with reference to the case and what you have learned in this chapter. Also consider how an advertising campai

gn might be different depending on whether it targets consumer innovators or not.

what characteristics does consumer innovator have?

open-minded outgoing have knowledge and interest in product area be an opinion leader and more socally integrat

ed...etc

Considering how an advertising campaign might be different depending on whether it targets consumer innovators or not.

Lush Lush supports some

social issues like animal protection, avoiding animal testing.

become the brand image

Lush's Consumers interested in becomi

ng involved in campaigns against animal testing or environmental harm

Sincerity:(Down-to-earth, Honest, Wholesome, Cheerful)

Excitement:(Daring, Spirited, Imaginative, up-to-date)

Competence:(reliable, intelligent, successful)

Sophisticating: (upper class and charming)

Ruggedness: (outdoorsy, tough)

Reference list Hothersall, D, 2004, "History of Psychology", 4th ed., Mcgraw-Hill:NY p. 290 Heffner, Christopher, 2011, "Freud's Structural and Topographical Models of Personality". Psychology 101. Retrieved 5 September 2011. Hollenbeck CR & Kaikati, AM 2012. "Consumers' use of brands to reflect their actual and ideal selves on Facebook." International Journal of Research in Marketing 29.4 (2012): 395-405. Lush Australia, ‘History of Lush’ (2012a) <http://www.lush.com.au/shop/info/4/about> viewed at 22th September Lush Australia, ‘Our Environmental Policy’ (2012b) <http://www.lush.com.au/shop/info/22/our-environemental-policy> viewed at 22th September Malär, L., et al. 2011. "Emotional brand attachment and brand personality: the relative importance of the actual and the ideal self." Journal of Marketing 75.4: 35-52. Kate Letheren, ‘You get me: Personality and self-concept in consumer behaviour- the case of Lush’ (2012) viewed at 22the September