Psych_Adv_Review - Personality • Personality refers to a...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: 3/9/2009 Personality • Personality refers to a person’s unique psychological makeup and how it consistently influences they way a person responds to his or her environment • Personality dimensions usually combine with a person’s choices of leisure activities, political outlook, aesthetic tastes, etc. to segment consumer in terms of lifestyles Freudian Theory • ID- “I want it now!” • EGO- “I need to do a bit of planning to get it” • SUPEREGO- “you have it. It’s not right ” • ID : instant gratification; operates according to the pleasure principle –maximize pleasure and avoid pain • Superego : counterweight to the id; act as the conscience, internalizing the rules of society and preventing the id from seeking selfish gratification • Ego : mediates between the id and superego; balancing temptation and virtue thought the reality principle gratifying the in ways that are acceptable to the outside world • The ego relies on symbolism products to make the compromise between the demands of the id and the prohibitions of the superego o There is a connection between product symbolism and motivation Motivation Research • Started in the 1950’s; understand the deeper meanings of products and advertisements • Focused on interpretations from the subconscious (unconscious motives) o Relied on depth interviews with individuals consumers • Came under attack for two reasons o May have Neo Freudian Theories •...
View Full Document

Page1 / 5

Psych_Adv_Review - Personality • Personality refers to a...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online