Are Dreams the Royal Road to the Knowledge of the Consumer Mind? The Interdisciplination of Freud's Philosophy of the Unconscious

Dr Mammy Helou,
Marina Helou
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Dreams have meaning, as such, they are not the random firing of the brain. This goes in line with the findings and theories about dream-work as presented by Sigmund Freud (1856-1939), whereby he discussed dreams in terms of guardians of sleep continuity. In his view, dreams represent emotional surges resulting from the day's unresolved issues that emerge to the surface, whereby their function is to contain and diffuse these emotional waves.

The current study casts light on the link between the 'dream-work' and the unconscious; explains the distinction that Freud drew between the 'manifest content' of a dream and 'latent dream thought'; discusses the differences among the main distorting processes; and, finally, evaluates the inter-disciplination of Freud's philosophy of the unconscious to better understand the consumer's mind in general, and the individual's emotions and motives impacting on the purchase and consumption behaviour in particular.

Keywords: Unconscious, Motivation, Emotions, Consumer Mind, Purchase Behaviour
Stream: Psychology, Cognitive Science and the Behavioural Sciences
Presentation Type: Virtual Presentation in English
Paper: Is the Interpretation of Dreams the Royal Road to the Knowledge of the Unconscious Activities of the Consumer Mind?

Dr Mammy Helou

Senior Lecturer in Marketing, School of Marketing and International Business College of Law and Business, University of Western Sydney

Marina Helou

Division of Linguistics & Psychology, Macquarie University

Marina Helou is a Bachelor of Arts – Psychology candidate at the Division of Linguistics and Psychology, Maquarie University. She also serves as a member of the counselling team at Drug Arms. Her task entails providing support and counselling to individuals with different types of orders and attending various rehabilitation programs. Marina's research interests include alcohol and drug rehabilitation research, Freud's theory of the unconscious and its impact on cognition, motivation and behaviour, self-control and behaviour modification research.

Ref: I06P0288