BUS 347 Chapter Notes - Chapter 6: Karen Horney, Carl Jung, Brand Equity
10 Oct 2018
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Personality: a person"s unique psychological makeup and how it consistently influences the way he or she responds to the environment. Id: the component of the self entirely oriented towards immediate gratification. It is the part animal (forbidden desires the devil) Pleasure principle: the id operates according to this. Superego: is the counterweight to the id. It internalized society"s rules and works to prevent the id from selfish gratification (social norms, moral requirements the angel) Ego: the system that mediates between the id and superego. It is a way to referee the fight between temptation and virtue. (compromise between id and superego. Motivational research: developed to understand a deeper meanings of products and advertisements. Karen horney: proposed that people can be described as. Carl jung: considers individual development and how it forms personality. Traits: quantitative measurement of specific or identifiable characteristics that define a person.
