Management and Organizational Studies 3321F/G Chapter Notes - Chapter 6: Ernest Dichter, Consumer Behaviour, Reality Principle

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: Beth Lee

Document Summary

Personality refers to a person"s unique psychological makeup and how it consistently influences the way he or she responds to the environment. Hard to accept bc we see others in a limited range of situations so it seems consistent. Freudian systems: id: component of the self entirely oriented toward immediate gratification. Party animal of the mind. operates according to the pleasure principle: behaviour is guided by the primary desire to maximize pleasure and avoid pain. selfish and illogical- directs a person"s psychic energy toward pleasurable acts without regard for consequences. Works to prevent the id from seeking selfish gratification. Possibility that the ego relies on the symbolism in products to compromise between the demands of the id and the prohibitions of the superego. Freudian applications in marketing are related to the ways in which products might channel unconscious urges, ex. sexuality and aggression.