ADM 3321 Study Guide - Final Guide: Silent Generation, Ethnic Media, Consumer Confidence

127 views25 pages

Document Summary

Personality person"s unique psychological makeup and how it influences the way they respond to the environment. Consumer behavior is often the result of unconscious motives which can be determined through psychological techniques. Id component of the self entirely oriented toward immediate gratification. It is the party animal of the mind. Operates according to pleasure principle behavior is guided by the primary desire to maximize pleasure and avoid pain. Superego counterweight to the i; this is the person"s conscience. It internalizes society"s rules and works to prevent the id from seeking selfish gratification. Ego system in between id and superego a referee in the fight between temptation and virtue. His work highlights the importance of unconscious motives underlying purchases. Put emphasis on sexual aspects of personality. Motivational research first attempt to apply freudian ideas to understand the deeper meanings of products and ads relies on in depth interviews with individual consumers.

Get access

Grade+
$40 USD/m
Billed monthly
Grade+
Homework Help
Study Guides
Textbook Solutions
Class Notes
Textbook Notes
Booster Class
10 Verified Answers

Related Documents

Related Questions