COM 362 Chapter Notes - Chapter 6: Karen Horney, Carl Jung, Brand Equity

• School: University of Victoria
• Department: Commerce
• Course: COM 362
• Professor: H A R D I S T Y, D A V I D

Document Summary

Personality = a person"s unique psychological makeup and how it consistently inluences the way he or she responds to the environment (only one part determining behaviour -> situaional factors are important, too) Freudian theory: human behaviour comes from the conlict between physical needs and the necessity to be a responsible member of society. Components of the self: id (acts according to the pleasure principle: maximize pleasure, avoid pain), superego (the person"s conscience), ego (mediates between id and superego). The theory highlights the importance of unconscious moives (the person buys products as a means to channel unacceptable desires into acceptable outlets) Moivaional research: based on psychoanalyic (freudian) interpretaions (use of in-depth interviews with a small number of people). Criic: it does not work vs. marketers can manipulate people with this technique, sexual interpretaions. Advantages: cost eiciency (only few people are quesioned), providing insights (more powerful if products appeal to deep-seated needs), intuiive sense (some indings are intuiively plausible)