MKT 400 Chapter Notes - Chapter 6: Karen Horney, Carl Jung, Brand Equity

• School: Ryerson University
• Department: Marketing
• Course: MKT 400
• Professor: Marla Spergel

Document Summary

Refers to a person"s unique psychological makeup and how it consistently influences the way he or she responds to the environment. Sigmund freud developed the idea that much of human behaviour stems from a fundamental conflict between a person"s desire to gratify his or her physical needs and the necessity to function as a responsible member of society. His work highlights the potential importance of unconscious motives underlying purchases. The person channels his or her unacceptable desires into acceptable outlets by using products that signify these underlying desires. Most freudian applications in marketing are related to the sexuality of products. Approach is largely based on psychoanalytical (freudian) interpretations, with a heavy emphasis on unconscious motives. A basic assumption if that socially unacceptable needs are channelled into acceptable outlets. Ask few people many in depth questions rather than lots of people a few general questions.