The Adlerian 'Weltanschauung' applied to the relational approach in market motivational research

Abstract

The text presents an application of the Adlerian *Weltanschauung* to motivational market research, highlighting how Adler’s psychological concepts can enrich both relational and methodological approaches. Motivational research, originally developed as an extension of clinical methodology, relies on in-depth interviews and focus group discussions to explore the motivations driving consumer behaviour, with a focus on the subjective perception of the product or service. The Adlerian approach views the consumer as a unique individual, endowed with emotions, opinions, and specific goals. In contrast to standardized interview guides, a two-phase structure is proposed: the first phase aims to build trust and spontaneity, while the second focuses on thematic exploration. This method helps lower psychological defences and elicit authentic emotional experiences, enhancing communication and allowing for more personalized language. In group interviews, the effectiveness of dual facilitation is emphasized: the trainer, rational and directive, and the co-trainer, attentive to emotional and non-verbal aspects, who connects affectively with the group. This setup encourages emotional expression and enriches the qualitative investigation. A central concept is the Adlerian “style of life,” understood as a set of attitudes and values that characterize consumer groups. Certain products are associated with depressive, hysterical, or neurotic styles, and advertising often targets these profiles. Finally, the author proposes replacing the Freudian causal approach with Adler’s teleological perspective, focusing on the *purpose* of behavior. This allows researchers to identify emerging trends and orientations related to status and image, yielding more dynamic and applicable results