Psychotherapy Approaches: Is It Psychology or Marketing?
Choosing the right psychotherapy approach can be challenging. With so many options available, how do you know which one is best? In this article, we'll explore how to choose the right psychologist, the current trends in psychology, and how modern psychology is increasingly influenced by marketing tactics.
How to Choose a Psychologist and the Right Approach
When someone decides to work on their mental health with a specialist, they’re often faced with an overwhelming array of choices. With countless psychotherapy methods out there, it’s hard to know which one will actually help. Unfortunately, much of what’s popular today is driven by marketing rather than genuine results. Despite the various names and methods, the foundation of psychological change remains the same—there is no magic wand. Below, I share insights, examples, and my own thoughts on this topic.
The Psychology of Choosing a Specialist
It all begins the moment someone decides they need help. Some people seek therapy to relieve stress, others want to address a psychological issue, and some aim for self-improvement. Whatever the reason, the next challenge is selecting the right approach.
There are over 1,000 different psychotherapy methods, many of which are unique systems created by individuals. Of these, about 40 methods have recognized training programs and research backing. Still, if we go deeper, most approaches stem from a few major schools of thought, which overlap and draw from each other.
Major Schools of Psychology
Psychoanalytic School: Focuses on unconscious processes, internal conflicts, and the impact of childhood experiences.
Behaviorism: Views psychology as the science of observable behavior, emphasizing the role of the environment and learned responses.
Cognitive Psychology: Studies thought processes like attention, memory, perception, and their influence on behavior and emotions.
Humanistic Psychology: Centers on personal growth, self-realization, and the belief in human potential.
Gestalt Psychology: Examines perception as a whole, emphasizing structure, context, and the integrity of the individual.
Existential Psychology: Deals with life’s meaning, freedom, responsibility, and the acceptance of death as a life-shaping factor.
Learning Theory (Social Learning): Focuses on how people learn through observation and the influence of the social environment.
These are just a few examples, and the list goes on. Unfortunately, as the number of methods increases, so does the threat of information overload. From dance therapy to animal-assisted sessions, each approach promises a different solution, but not all deliver the results people need for real change. Many of these methods are more about embellishing reality than addressing the root of the problem.
Marketing in Modern Psychology
A critical aspect often overlooked is the role of the psyche itself. Given time, the human psyche can solve many problems naturally—assuming there are no biochemical imbalances. A healthy lifestyle can help the mind heal, but to expedite this process, we need to understand the psychology behind change.
Every living creature has a basic survival mechanism: “fight or flight.” This ancient filter processes every stimulus we encounter, shaping our thoughts and reactions. In psychoanalysis, this mechanism is described as the balance between libido (life drive) and mortido (death drive). Behaviorism explains it through reinforcement and punishment. In cognitive psychology, it appears as positive and negative automatic responses. Ultimately, this duality—moving towards or away from stimuli—underpins much of human psychology.
What to Consider When Choosing a Method
When choosing a psychological approach, it’s essential to understand whether you’re seeking something or trying to protect yourself. Each method diagnoses and treats issues differently, requiring varying amounts of time and effort. It’s crucial to approach the situation from multiple angles, combining insights from different theories.
Some specialists argue that sticking to one method is the only way to achieve results, but I disagree. The goal isn’t to compete over whose method is best—it’s to find practical solutions that work. Today’s psychology landscape is filled with marketing-driven methods that promise quick fixes, but the reality is more complex. There are no magical techniques—just good psychologists who can see the bigger picture, and others who focus on selling their “superior” method.
Final Thoughts: There Is No “Best” Approach
If you came here looking for the best psychotherapy approach, I apologize—you won’t find it. No single method is superior. What matters is the specific case and the individual’s attitude. No method will succeed without personal responsibility. Believing in a magic cure is just another form of avoidance.
To truly change, find a psychologist who challenges you, both positively and negatively. Change requires discomfort; it’s the fuel that drives us forward. Without it, there’s little motivation to move from where we are now.