Beyond the Click: Managing the Unconscious Drivers of Digital Brand Loyalty: A Psychoanalytic Audit of Consumer Decision-Making in Online Retail

Abstract Why do you buy things that you don’t need?. Digital Marketing strategy is the most important in business. This paper examines the thought process of consumers with a multidisciplinary approach. First, I look at Sigmund Freud’s concept of Id, Ego, and Superego. This can explain the inner war of a consumer. It can tell how the ‘urge to buy’ can be balanced with price justification. Next, I apply Jacques Lacan’s mirror stage. This reveals the reason for buying a product without any utility. A product can be bought for a ‘vibe.’ Here, the ‘Ideal I’ looks to be satisfied. Finally, I look at Carl Jung’s archetypes. It can tell how some brands feel like family. It can explain why one becomes a fan of a brand. By examining Sigmund Freud’s ‘Id, Ego, Superego’ theory, Jacques Lacan’s Mirror Stage, and Carl Jung’s Collective Unconscious, the paper reveals three audit matrices to build a strong brand. Overall, the paper offers practical knowledge for digital marketing through psychoanalysis. It tells how a brand can win by managing consumer’s psychic identity.