BU432 Chapter Notes - Chapter 6: Lohas, Geodemography, Workaholics
Document Summary
Freudian systems: the id is the component of the self entirely oriented toward immediate gratification. It operates according to the pleasure principle: behaviour is guided by the primary desire to maximize pleasure and avoid pain. It directs a persons psychic energy toward pleasurable acts without regard for any possible consequences: the superego is the counterweight to the id, the person"s conscience. It internalizes society"s rules and works to prevent the id from seeking selfish gratification: finally, the ego is the system that mediates between the id and the superego. The ego tries to balance these two opposing forces according to the reality principle. It finds ways to gratify the id that will be acceptable to the outside world. Conflicts occur on an unconscious level, not necessarily aware of reasons for behaviour. his work highlights the potential importance of unconscious motives underlying purchases.
