MARK 305 Chapter Notes - Chapter 6: Harry Stack Sullivan, Brand Equity, Trait Theory
18 Oct 2016
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Personality - refers to person"s unique psychological makeup and how it consistently in(cid:1834)uences the way he/she responds to the environment. One approach to personality based on sigmund freud"s idea that much of human behavior stems from fundamental con(cid:1834)ict between person"s desire to gratify his/her physical needs and necessity to function as responsible member of society. Struggle carried out in mind among three symbolic self systems. Id - component of the self entirely oriented toward immediate grati(cid:1833)cation. Pleasure principle - behavior is guided by the primary desire to maximize pleasure and avoid pain. Directs person"s psychic energy toward pleasurable acts without regard for any possible consequences. Internalizes society"s rules and works to prevent id from seeking sel(cid:1833)sh grati(cid:1833)cation. Ego - system that mediates between id and superego. (cid:1833)nds ways to gratify the id that will be acceptable to the outside world.
