Freudian theory is a theory developed by Sigmund Freud, which is the psychoanalytic theory of consumer personality development, which argued that personality it is formed through conflicts. Conflicts in the human mind are usually made up of 3 components, the ID, the ego and the superego. Freudian theory is basically the unconscious needs or driving force to push someone towards the final decision making process. In a more relative term applicable to the concept of consumer behavior, it would practically be like this, the inspiration or motivation that drives the consumer to purchase the BMW-i uses Freudian theory to appeal to a certain market segmentation. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay In short, Freudian theory was applied to their advertisements to create or stimulate the need for BMW-I series cars, by the wealthy and skilled individuals of high society. Through countless advertisements and promotions, BMW attracts a minimal number of individuals who harbor the desire to display prestige through how superior their technologies are, as they have attached the slogan of "The Ultimate Driving Machine" to the BMW-I series product ranges . Basically, BMW is using the superego of this group of people. Just like a code of conduct, it has been established that wealthy people seek enjoyment and quality in order to feel like something is worthy of being their possession. This kind of social circle usually has a lot of time and money and tries to fill the excitement of the loss of money spent, however this kind of people cannot simply satisfy their boredom by simply purchasing complete nonsense unsuitable for their status or otherwise . meanings, they cannot afford to buy something without any purpose. Therefore, they look for the difference, value or quality that accompany the products. They wanted something that could fill their boredom, excite them, something different that was worth their time, money and effort. Simply put, they seek the excitement and “difference” that comes from spending money. Hence, it was the reason why BMW established a slogan to entice this particular group of people. ID is a primitive or instinctive need that the individual needs to survive, so it is an irrelevant theory to use as a strategy by BMW. Although, nowadays, transportation can indeed be classified as basic needs, transportation does not necessarily refer to cars, especially luxury cars, such as the BMW-I series. Therefore, BMW abandons the need to appeal to the fact that BMW is a basic need with respect to the ID in the marketing strategy they had incorporated. Meanwhile, the concept of ego lies in the fact that the ego is what stabilizes the demands of the ID (basic needs) and the demands of society (superego). If the superego exists to remind people of their social standards, then the ego exists to find harmony between social needs (superego) and basic needs (id). Reminding someone of their financial capabilities, their demands for products and services, whether there are choices that meet the demands and yet do not neglect the basic needs required of the individual to live, this was the role of the ego. Therefore, it is the process by which the id, ego, and superego evoke conflicts in a person's mind. Neo-Freudian Theory In addition to this, neo-Freudian psychoanalytic theory has also been implemented in BMW-I advertisements. Neo-Freudian theory as in the theory that states that.