MKT 3411 Chapter Notes -Unconscious Mind, Reality Principle, The Roots
Document Summary
C h a p t e r 6. Personality refers to a person"s unique psychological makeup and how it consistently influences the way a person responds to his or her environment. 2) even though inconsistencies have been found in personality research, it still continues to be included in marketing strategies. His principles (note that these terms do not refer to physiological portions of the consumer"s brain) included: 1) the id (which is entirely oriented toward immediate gratification). It operates on the pleasure principle (behavior guided by the primary desire to maximize pleasure and avoid pain). a) the id is selfish. b) the id is illogical (it acts without regard to consequences). 2) the superego (which is the counterweight to the id). It is a person"s conscience. a) it internalizes society"s rules. b) it works to prevent the id from seeking selfish gratification. 3) the ego (which is the system that mediates between the id and the superego).
