 The idea of “Engineering of Consent” was motivated by Freud’s idea that humans are irrational beings, and are motivated primarily by inner desires hidden in their unconscious.If one understood what those unconscious desires were, then one could use this to one’s advantage to sell products and increase sales.The Engineering of Consent also applies to the pioneered application of Freudian psychoanalytic concepts and techniques to business—in particular to the study of consumer behavior in the marketplace.